The essential guide to the UK domestic furniture and furnishings trade #354 September 2018 | www.furniturenews.net
Sealy – the world’s no.1 bed brand
ON A ROLL? The future of the bed-in-a-box
FN354_Pages.indd FrontCover354.indd 11
DATA SCIENTISTS Mammoth talks audience targeting
WE ARE FAMILY Three decades of Sweet Dreams
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3
“It’s a box stuffed with so much innovative tech and marketing glamour that even Pandora might have been tempted to take another peek” COMMENT
W
ho’d have thought a box could cause so much
excellent job of screaming their brands’ straightforward
upheaval?
stories from the rooftops.
Granted, it’s a box stuffed with so much
signs of wear. Eve’s CEO waved goodbye in July after
might have been tempted to take another peek. But – in
the brand’s H1 sales fell well short of expectations, the
much the same way Ikea made cabinets portable, hip and
brand blaming “volatile trading patterns” and “strategic
affordable – the success of the rolled mattress has taken
missteps” in its European strategy – but could it be
the industry by surprise, and fundamentally changed the
that the approach it shares with some other upstarts is
way we buy beds.
seriously flawed?
In a few short years, the upstart bed-in-a-box brands
“We are concerned that some of our highly-
and their white-label imitators have claimed over 17% of
unprofitable competitors are overselling and under-
the UK’s mattress sales by volume, according to the latest
delivering, and causing a bubble in the market,” opines
NBF figures. They’ve taken a US recipe – one-size-fits-
Max Laarmann, CEO of rival, Emma (see p24). He believes
all, easy returns, heavily advertised – and, one by one,
that committing huge sums of marketing spend to
made it palatable to the UK consumer.
courting a consumer who may take up to 10 years to make
And, emboldened by a growing faith in online shopping
a repeat purchase is incredibly short sighted, and could
(despite being Western Europe’s third-largest economy,
harm consumer perception of the entire movement should
the UK was by far its largest market for ecommerce sales
that bubble burst (see also financial consultant Anja
in 2017, says Forbes), we’ve devoured this trendy concept.
Meyer’s column on p94).
Not content with staying out in the digital playground,
TE
Yet, for all the impact they’ve made, there are already
innovative tech and marketing glamour that even Pandora
It’s not the only criticism that’s been levelled at
these brands are now going in-store. Yes, Simba did it
these new kids on the block – could the increasingly
in partnership with John Lewis back in February 2016 –
keen pricing we’re seeing from newcomers be the start
but now they’re entering Bensons, Emma’s coming to
of a race to the bottom? – but it’s a reminder that
DFS, Eve to Dreams, and Leesa to West Elm (another US
both winners and losers will emerge from this fiercely
export).
competitive arena.
So, what is it about these mattresses that has
The rest of the industry – even those who have
consumers so enraptured? Their cost? Comfort?
developed their own solutions – will just have to hope
Convenience? Perhaps, but I think that, more than
that consumer perception is not one of the victims.
anything, it’s because they’re easy to like, and simple to understand – in a world that can be anything but.
Because once that gets out of hand, it’s very hard to put it back in the box.
“The fact that these brands have stripped so much out of the marketplace shows that plenty of customers just don’t have the time to really consider what they’re buying,” Mammoth’s John Tuton told me last month (see p20). The time-starved among us are clearly susceptible to the notion of a simple solution, delivered without friction, and these disruptors (a term that’s already a bit outdated now they’ve become a new normal) have done an
Paul Farley Editor-in-chief T 01424 776101 E paul@gearingmediagroup.com Twitter @FurnitureNewsED
ets FN354_Pages.indd 3
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4 | Contents
ON THE COVER INFORMATION
7
Partner Comment
Emma Mattress (24)
14 News Editor-in-chief Paul Farley 01424 776101 paul@gearingmediagroup.com Twitter @FurnitureNewsED Sales and marketing director (Furniture News portfolio) Sam Horscroft 01424 776100 sam@gearingmediagroup.com Twitter @FurnitureNewsAD Sales executive Caroline Littler 07861 231461 caroline@gearingmediagroup.com Production manager James Ash 01424 775304 james@gearingmediagroup.com Production assistant Mike Beales 01424 775304 mike@gearingmediagroup.com Digital production assistant Nyall McCurrach 01424 775304 nyall@gearingmediagroup.com Copy administrator Steve Merrick 01424 776108 production@gearingmediagroup.com
20 Interviews 32 Events 44 Resources 56
Profiles
74 Manchester Furniture Show Review 94 Opinion 96
Beds & Bedroom
124
Dining Room
Riaz Ahmed, Sweet Dreams (56)
Proofreader Keith Fitz-Hugh Editorial director John Legg 01424 776104 john@gearingmediagroup.com Publisher Nigel Gearing Accounts Wendy Williams 01424 774982 wendy@gearingmediagroup.com Magazine subscriptions (UK-£65, Europe-£85, RoW-£95) subscriptions@gearingmediagroup.com Connect subscriptions (UK-£95) Claire Jones 07493 391962 claire@gearingmediagroup.com Repro, print and distribution Stephens & George
Gearing Media Group Ltd 4 Red Barn Mews, High Street Battle, East Sussex TN33 0AG ISSN No: 1475 - 3731 © Gearing Media Group Ltd 2018 General information No part of this publication may be reproduced without the specific prior written agreement of the Publisher and may not be stored on any type of retrieval system. Furniture News/ Gearing Media Group Ltd accepts no responsibility for variations in colour reproduction. Special colours (Pantone etc) can be catered for with prior arrangement. Some elements of the editorial content in this publication are submitted by the trade, however, all efforts are made to ensure that the editorial remains true to fact and unbiased. Monies may have been accepted to offset the costs of colour reproduction. Gearing Media Group Ltd reserves the right to alter without prior notice any content other than customers’ advertisements. No correspondence will be entered into regarding altered or adjusted editorial content. The editor’s decision is final. All material submitted for inclusion in Furniture News is done so entirely at the owner’s risk and no responsibility is accepted for the safekeeping or return thereof.
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John Tuton, Mammoth (20)
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Contents | 5
ON THE COVER
The essential guide to the UK domestic furniture and furnishings trade #354 September 2018 | www.furniturenews.net
Sealy – the world’s no.1 bed brand
ON A ROLL? The future of the bed-in-a-box
DATA SCIENTISTS Mammoth talks audience targeting
WE ARE FAMILY Three decades of Sweet Dreams
FrontCover354.indd 1
24/08/2018 13:03
Leading global bed brand British Design Shop (30)
Sealy UK (www.sealy.co.uk) introduces its Activsleep
130
Living Room
collection (p60)
134 Furnisher 139
Trade Services
CONTRIBUTORS
148 Designer 152
7
Last Word
SATRA test procedures (64) Gary Baker explains what Furniture and Interiors
Manchester Furniture Show (74)
Skills Plus is bringing to training body FIESTA
44
Jan Turner introduces a treatise on technology from former Government advisor Simon Moores
52
Mark Williamson argues
The Furniture Trade Directory
that on-hold marketing is
The indispensible guide to UK suppliers and retailers,
essential to making a good
in print and online
first impression
www.gmgconnect.com
FN354_Pages.indd 5
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Partner Comment | 7
A way forward able to access a wide selection of funded skills training.
For some time now, the furnishing industry has been aware
However, it is also an attractive system for levy-paying
of a developing skills gap. The 2015 Mind the Gap Report from the Furniture Industry Research Association and The Furniture
organisations wishing to employ entry-level apprentices, as it
Makers’ Company gave us irrefutable evidence of this.
allows them to outsource their apprenticeship management to obtain best value for money from their Apprentice Levy digital
However, the furniture and interiors industry isn’t the only
accounts.
sector facing this crisis. Many others are too.
The furniture and interiors industry is one of the first sectors
While this is comforting in one respect, it also means we’ve got major competition, as there is a finite number of school and
to implement a national ATA strategy, which gives employers
college leavers and graduates each year, and every sector out there
in England unfettered access to an ATA, which in turn can
is vying for them.
provide training from approved providers listed on the Register of Apprenticeship Training Providers, plus recruitment and levy
To compound this issue further, our pool of potential recruits is
management services.
set to dwindle for the foreseeable future because the Government has begun cutting funding for arts- and technology-based subjects
Furniture and Interiors Skills Plus will be a pathway for employers to recruit and develop the skills of the next generation.
in favour of growing the economy and raising productivity by increasing the number of people studying Science, Technology,
Supporting businesses to take on apprentices is a huge step forward for the industry, but it’s only fighting the war on one
Engineering and Mathematics (STEM) subjects.
front. We also need to promote the industry to schoolchildren early
“There is a finite number of school and college leavers and graduates each year, and every sector out there is vying for them”
enough so that they are aware of us as a dynamic and interesting sector to build a career in. To this end, FIESTA is in the early stages of organising a national awareness week for students from local schools to go on field trips to furnishing manufacturers and get an understanding of the industry and the companies in their local community. Anyone who wants to learn more about our partnership with the Apprenticeship Management Group should go to the FIESTA
It’s a cliche, but young people are the future, and for our sector
website, or visit us in the Education Zone at the W Exhibition,
to flourish we need fresh crops of talent continually applying for
taking place from 30th September to 3rd October at the NEC,
all manner of roles in the industry. There has never been a greater
Birmingham.
need for a joined-up approach to engaging with schools and potential recruits. One of the ways that the new the Furniture and Interiors Education, Skills and Training Alliance (FIESTA) is addressing
Gary Baker is the chairman of
this has been to enter into an agreement with the Apprenticeship
FIESTA (www.fiestalearning.com),
Management Group to launch Furniture and Interiors Skills Plus,
a new trade organisation which
an initiative that will support furnishing businesses of all sizes to
aims to address current and future
recruit and manage apprentices.
skills needs by encouraging talented
In simple terms, Furniture and Interiors Skills Plus will offer
new workers to join the industry,
businesses a specialist apprentice recruitment service, Apprentice Training Agency (ATA) and Levy Management Company. This
and ensuring relevant training
service is ideal for smaller companies that are not currently
and qualifications are in place to
Apprenticeship Levy payers – ie, those with payrolls of £3m or
support them. The Furniture Makers’
less – as the ATA will qualify as a levy payer, so it can recruit and
Company, BFM and NBF are among
employ the apprentice on behalf of the host employer, and will be
its members.
Media Partners Furniture News enjoys partnerships with a range of key global and national institutions and exhibitions
Exclusive UK Member
Furniture News supports the aims and objectives of ACID (Anti Copying In Design) which is committed to fighting intellectual property theft
Official Media Partner
FN354_Pages.indd 7
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24/08/2018 23/08/2018 15:48 09:07
14 | News
Celebrity to manufacture Cintique The JDP Group has transferred the
in computerised cutting machinery
manufacture of its Cintique brand to
at Celebrity, and the expansion of the
the Celebrity Motion Furniture site
development team.” Celebrity states that its factory is
in Huthwaite, Sutton-in-Ashfield,
QFC in administration Last month, Chris Pole and Mark Orton from KPMG Restructuring have been
Nottinghamshire. Wayne Hollis, MD for
sufficiently equipped to accommodate the
appointed joint administrators to
both upholstery brands, comments: “We’re
new production processes. Both companies
manufacturer Quality Furniture Company
keen to keep the Cintique branding and
share the same IT support and order
(QFC).
develop the range so Cintique has its own
systems, and Wayne says that any staff
identity.
changes due to the restructure will be
retailers across the UK, now employs
“kept to a minimum”.
approximately 241 people – a total of 30
“Both the Cintique and Celebrity teams
JDP Group, which also comprises
are excited about revitalising the Cintique
The business, which supplies major
redundancies had been made at the time
offering, and I’d like to emphasise that
Welbeck House and Arlo & Jacob, revealed
of writing – and operates from freehold
there are no plans to merge the two
significant losses last year, prompting it to
premises in Grantham. It continues to
brands. Cintique will also benefit from
discontinue Wade Upholstery’s business in
trade in the short term.
the investments that it has already made
the independent sector.
Chris Pole comments: “Like many operating in the retail sector at the
Mike Ashley acquires House of Fraser for £90m The purchase is the culmination of
Retail tycoon Mike Ashley’s Sports Direct
moment, the QFC has been facing challenging market conditions for some time. This, along with cost pressures, a weakened pound and a decline in
International acquired the business
a turbulent six months for the retailer,
consumer spending, has impacted trading
and assets of House of Fraser for a cash
which revealed plans to restructure
and has led the directors to take the
consideration of £90m, shortly after
through CVAs alongside new capital from
difficult decision to place the company
the department store chain went into
international retailer C.banner in May.
into administration.
administration on 10th August. The deal
This plan was challenged by a group of
includes all of the retailer’s 59 UK stores,
landlords in Scotland, while rapidly-falling
company unfortunately had to put a
brand and stock.
share prices prompted the would-be
number of staff on notice, as a result of
investor to withdraw its offer.
trading difficulties and cost pressures.
Mike Ashley, who also owns Flannels
Despite further discussions with
and a share in Debenhams of almost 30%,
“Prior to our appointment, the
Regrettably, in an effort to reduce costs, 30 redundancies have now been made.
had held an 11% share in House of Fraser
potential buyers – and the settlement of
since 2014. In an interview with the Sun,
the landlords’ legal challenge – no solvent
“Over the coming weeks, we remain
he promised that he would keep 80% of the
solution was found, and House of Fraser’s
focused on doing all we can to preserve as
retailer’s stores open, and planned to place
directors appointed individuals from Ernst
many jobs as possible, whilst we continue
more of its focus on luxury brands.
& Young LLP as administrators of each
to trade the business as a going concern.
business concerned.
I’d encourage any interested parties to
At the time of writing, House of Fraser’s
Subsequently, the chairman of the
website was down, its online orders cancelled and refunds offered, following
169-year-old retail business, Frank Slevin,
a payment dispute with its warehouse
has departed, and the plan to close 31
operator. The retailer’s 1000-plus suppliers
stores through CVAs has been shelved, yet
have been told that they will not receive any
around 12 stores could still be closed in the
money owed prior to the administration.
short-term.
make contact as soon as possible.”
Ercol appoints COO Ercol Furniture has appointed Antony
Charity members to tackle Mont Ventoux
Maskrey as its director and COO. Antony has enjoyed
Members of The Furniture Makers’ Company are planning to cycle up France’s Mont
a varied career to
Ventoux this month to raise money for the charity.
date, having served
Nine people have signed up to the challenge, which is being organised by Hayden Davies,
as operations
master of The Furniture Makers’ Company, and is taking place on 13th September. The relay
director at Net-A-
challenge will see the team collectively cycle all three routes of the 6273ft mountain, with
Porter and Clarks.
each rider committing to tackle at least one of the ascents.
He joins ercol from Airwair International
The ride has raised £4000 in sponsorship of the team’s cycling jersey from Action
(Dr Marten’s), where he acted as global
around Bethlehem Children with Disability, Axminster Tools & Machinery, Blum, Burbidge
logistics director before being promoted
Kitchens, CD UK, Furniture News, Cabinet Maker, KI and Viasit.
to business transformation director.
Hayden Davies says: “The Furniture Makers’ team is aiming to ascend not one but all
He has also held senior positions at
three routes to the top in one day, cycling from dawn until dusk, in order to raise funds
Nike and Ricoh in Europe, and has an
for our charity. I hope to encourage each and every one of our members to sponsor the
MBA from the IESE Business School in
team, who are all not just funding their own costs but have bravely committed to raising an
Barcelona. He is currently completing a
additional £500 each.”
Masters in Research.
FN354_Pages.indd 14
24/08/2018 16:41
News | 15
Leathercare specialist ceases trading
Young professionals complete industry experience
The supplier of the Liquid Leather range of leathercare products, Gliptone Leathercare UK, owned by Star Brands, has ceased trading. A leading name in leathercare since 1972, when it started out refurbishing classic cars and carrying out general trim leather repairs to modern cars,
Josh Chadwick, Jonny Garth, Hayden Davies, Felicity Squires and Greg Young
Gliptone was the first UK company to use a water-based system for old leather restoration. A statement from the company reads: “As we are all aware times are challenging for retailers and it is with great sadness that we have decided to close the Gliptone side of the business. The decision was a hard one, but we decided to take this step before the business became less viable.”
Five sector aspirants have been given an
business development executive at
insight into the UK furnishing industry
Axminster Tools & Machinery; Billie Watts,
by completing The Furniture Makers’
business trainee at Blum; and Greg Young,
Company’s Young Professionals Industry
manufacturing graduate at Herman Miller.
Experience. Launched in 2014, the initiative brings together some of the brightest young talent
Professionals Industry Experience is an
in the industry to take part in an intensive
opportunity for companies to give future
three-week learning programme across all
leaders of the sector a unique, in-depth
areas of the industry supply chain.
insight into some of the leading companies
A total of 16 companies opened their doors
BFM appoints co-ordinator
Hayden Davies, master of The Furniture Makers’ Company, says: “The Young
to this year’s participants, who were: Josh
within the trade.” To support the professionals’ continued
Chadwick, graduate sales trainee at Herman
development, each will be paired with one of
Miller; Jonny Garth, junior management
the company’s members, who will act as a
apprentice at Silentnight; Felicity Squires,
mentor.
The British Furniture Manufacturers (BFM) association has appointed Annie Porter as its new marketing and administration co-ordinator. Annie joins the association following its office move to Long Eaton in June, from an independent publisher in Nottingham. She will be working with the team to further raise the profile of the BFM. Annie says: “I’m looking forward to helping the BFM continue to grow and flourish and I am grateful for the opportunity to be part of an organisation with an important
Serene appoints new South-east agent Serene Furnishings has appointed Neil Facey as the South-east sales agent for its living division. Neil started his career with an AIS store in Watford, where he stayed for 10 years before moving on to his first representative job as area sales manager with Fraying Furniture. Leaving Fraying after 10 years, Neil has also worked with the likes of Millbrook, Sprung Slumber Beds, Jaybee, Birlea and Morris Group. “I’m excited to be joining the Serene sales team for the South-east area,” says Neil. “I have 30 years’ experience in the trade and I look forward to meeting all the Serene customers, new and old.” Jason Hollier continues to represent Serene’s beds division.
industry role to play in training, Government and international project work.”
Furniture exports rising, says BFM According to a review of the UK’s manufacturing performance in 2017 by the British Furniture Manufacturers (BFM) association, exports from traditional furniture sectors have improved by +18% since 2016. However, at the same time, 60% of all furniture in the UK is imported, with 45% of goods from more traditional furniture sectors manufactured abroad. British manufacturers now make just 6% of the wooden dining and living room furniture sold in the UK – but more than 80% of the wooden furniture for offices, shops and kitchens, together with mattress supports and spring mattresses, is made in the UK. The value of UK home-produced upholstered seats fell by -7.8% to under £1b, with importers gaining +3% more of the UK market.Jackie Bazeley, BFM MD, says: “Our review revealed some very interesting findings. While we saw an increase in exports we also saw that in several sectors the home market was still dominated by UK manufacturers.”
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16 | News
Simba board appoints retail veteran
Next H1 sales lifted by warm weather
With a CV comprising roles at the likes of Asda, Royal Mail, Wagamama and
Next has revealed a strong H1, with
Entertainment One, Allan Leighton has been
sales ahead of expectations thanks to
appointed non-executive chair of Simba.
the warm weather in Q2. Full-price sales
He joins Henderson Global Investors,
were up +4.5% YoY, and online sales up
Numis Securities, entrepreneur Nigel Wray
+15.5%, driven by growth in the retailer’s
and Sir John Hegarty, among other high-
overseas and third-party brands business,
profile names as an investor, and takes over
along with more modest growth in the
from Tom Teichman, of business incubator
UK sales of Next branded stock. In-store
The Garage Soho, who has chaired Simba
sales declined -5.3%.
from launch and will continue his focus on
Despite this fillip, Next is maintaining
investing in early-stage companies.
its sales and profit guidance for the year,
Allan Leighton comments: “Across my
as it believes that some of these sales will
career, I have rarely seen growth, traction
have been pulled forward from August.
and a global brand built as quickly as the
Next says that the weekly sales
Simba team have achieved. I have long
patterns were volatile during the period,
believed that one of the key ingredients to business success is common sense and keeping things simple and focused. Simba has created an innovative business that
and any YoY comparisons will be From left: Simba executive vice-chairman James Cox; Allan Leighton; and Simba CEO Steve Reid
distorted by the movement of its endof-season sale in July. It also reports that cash flow remains strong, and that its
Simba has a nationwide partnership
plan to return £300m of surplus cash to
range of best-in-class sleep solutions,
with John Lewis, and the brand is also
shareholders by way of share buybacks,
disrupting, and with ambition to take brand
sold through Furniture Village, Ocado,
which it set out in January, has now been
ownership of, the growing sleep market.”
Amazon, Argos and over 100 AIS stores.
completed.
is sharply focused on delivering a narrow
Young Furniture Makers exhibition returns The Young Furniture Makers exhibition returns for its 12th edition
outstanding pieces of work in higher education; and The Timothy
this October. Around 80 up-and-coming young designers and makers
Oulton Best in Show Prize, an all-expenses-paid trip to Timothy
will present their designs at the exhibition – organised by The
Oulton’s manufacturing base in Hong Kong for the most outstanding
Furniture Makers’ Company – on Wednesday 10th October (1pm-
pieces of work in further education.
9pm) at Furniture Makers’ Hall and the Dutch Church in Austin Friars, London. Hayden Davies, master of The Furniture Makers’ Company, will welcome guests from across the sector at 7.00pm before a prizegiving ceremony. The awards include: Young Furniture Makers Bespoke Award,
Sponsored by Axminster Tools & Machinery, Harveys Furniture, Bensons for Beds and The Furniture Ombudsman, the exhibition was set up for schoolchildren, students and graduates to display their work to members of industry and potential employers. Hayden says: “The Young Furniture Makers exhibition is an extraordinary and unmissable celebration of talented young
sponsored by Festool; Young Furniture Makers Design Award,
designers, many of whom are still studying or in the early stages
sponsored by Crofts & Assinder; Young Furniture Makers Innovation
of their career. The show allows them to learn from the other
Award, sponsored by Knightsbridge; The Blum Best in Show Prize,
participating exhibitors but also gain insight from those already
an all-expenses-paid trip to Blum’s factory in Austria for the most
working in the design and furnishing industry.”
ScS achieves modest growth
Spinks Springs wins export award
ScS has reported overall growth of +1.3% for the 52 weeks ended
West Yorkshire manufacturer Spinks Springs, supplier of unique,
28th July 2018, a performance “in line with its expectations”.
micro pocket springs, has won The Furniture Makers’ Company’s
In its interim update on 21st March, the retailer reported LFL
third annual Export Award.
order intake growth for H1 of +2.2%, and highlighted the impact
Three businesses – Gosling Limited, Ocee International and
of the adverse weather conditions in the week commencing 25th
Spinks Springs – were shortlisted for the award, and attended a
February. It says that the continued softer trading environment,
judging day at Furniture Makers’ Hall, London, in July.
coupled with extremely warm weather in June and July, resulted
The Export Award’s judges were impressed how, through
in LFL order intake in H2 declining by -2.6%. For the full year, the
the development of an international strategy and continuing to
group therefore achieved an overall LFL order intake increase of
increase investment in the people within each new market, Spinks
+0.2%.
Springs’ export business has grown by +500% since 2015, with
Its House of Fraser concessions contributed 7.2% of group order intake over the year. LFL orders fell by -1.9%.
FN354_Pages.indd 16
export sales in 2017/18 reaching £4.89m and now accounting for 17% of its sales.
24/08/2018 15:49
Connec
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120
Furniture Manufacturers & Suppliers – CABINETMAKERS
Andrew Manning Ltd Ascot Burrough Green Newmarket Suffolk CB8 9NE 01638 508047 Andrew Short Cabinet Makers & French Polishers 2B Queen Street Marple Stockport Cheshire SK6 6BQ 01614 275403 Andrew Stanley Woodworking Ltd 7 Victoria Park Industrial Centre Rothbury Road London E9 5HD 02085 336199 Andy Mutch Cabinet Maker Ltd The Threshing Barn Paxford Chipping Campden Gloucestershire GL55 6XU 01386 593023 Anthony Nixon Furniture Birch Road Barnard Castle County Durham DL12 8JR 01833 690666 Anthony Rau 38 Fairfax Road London NW6 4HA 02077 229617
Arcana Cheeks Farm Farnham Surrey GU10 5HD 00142 022812 Armitage Clegg & Co Ltd Back Lord Street Halifax West Yorkshire HX1 5AG 01422 363276 Arnett Cabinet Makers 94A Durham Road London SW20 0TL 02088 791037 AS Cabinets Ltd Unit 1 Bridge Street Park Village Wolverhampton West Midlands WV10 9DX 01902 861515 Ashcroft Woodworking Thompsons Yard Chipping Hill Witham Essex CM8 2DE 01376 514771 Ashwin Workshop The Printhouse 18 Ashwin Street London E8 3DL 02072 413825
B S Furniture Unit 15 New Place Framfield Road Framfield Uckfield East Sussex TN22 5EQ 01825 891230 B W B Manufacturing Ltd Wiltshire Road Hull North Humberside HU4 6PA 01482 500508 Barlows Boards Ltd 8 Rushey Lane Rushey Lane Tyseley Birmingham West Midlands B11 2BL 01217 062067 Barn & Brook Unit 2A Shipston Industrial Estate Darlingscote Road Shipston-On-Stour Warwickshire CV36 4PR 01608 666994 Batac Design & Construction Highway Farm Horsley Road Downside Cobham Surrey KT11 3JZ 01932 868691
120 Berwyn Phillips Unit 5 St James Street New Bradwell Milton Keynes Buckinghamshire MK13 0BN 01908 221885
199
Beverley Cabinet Maker Mecknoch Rothesay Isle Of Bute PA20 0QA 01700 500029
Andrew Short Cabinet Makers & French Polishers 2B Queen Street Marple Stockport Cheshire SK6 6BQ 01614 275403
Birkwood Unit 1 Ballinluig Pitlochry Perthshire PH9 0LG 01796 482506 Black & Blue Wood Products 5 Erw Wen North Cornelly Bridgend Mid Glamorgan CF33 4BW 07973 389479 Blackthorn Workshop North Piddle Lane Naunton Beauchamp Pershore Worcestershire WR10 2LH 01386 462208
Furniture Manufacturers & Suppliers – CABINETMAKERS
Andrew Manning Ltd Ascot Burrough Green Newmarket Suffolk CB8 9NE 01638 508047
Andrew Stanley Woodworking Ltd 7 Victoria Park Industrial Centre Rothbury Road London E9 5HD 02085 336199
Retailers
Blackwood & Locke Woodchester Cottage Southfield Road Woodchester Stroud Gloucestershire GL5 5PA 01453 873725
Andy Mutch Cabinet Maker Ltd The Threshing Barn Paxford Chipping Campden Gloucestershire GL55 6XU 01386 593023 Anthony Nixon Furniture Birch Road Barnard Castle County Durham DL12 8JR 01833 690666 Anthony Rau 38 Fairfax Road London NW6 4HA 02077 229617
Listed alphabetically by county
Arcana Cheeks Farm Farnham Surrey GU10 5HD 00142 022812 Armitage Clegg & Co Ltd Back Lord Street Halifax West Yorkshire HX1 5AG 01422 363276 Arnett Cabinet Makers 94A Durham Road London SW20 0TL 02088 791037 AS Cabinets Ltd Unit 1 Bridge Street Park Village Wolverhampton West Midlands WV10 9DX 01902 861515 Ashcroft Woodworking Thompsons Yard Chipping Hill Witham Essex CM8 2DE 01376 514771 Ashwin Workshop The Printhouse 18 Ashwin Street London E8 3DL 02072 413825
Berwyn Phillips Unit 5 St James Street New Bradwell Milton Keynes Buckinghamshire MK13 0BN 01908 221885
B S Furniture Unit 15 New Place Framfield Road Framfield Uckfield East Sussex TN22 5EQ 01825 891230
Barlows Boards Ltd 8 Rushey Lane Rushey Lane Tyseley Birmingham West Midlands B11 2BL 01217 062067
83
Beverley Cabinet Maker Mecknoch Rothesay Isle Of Bute PA20 0QA 01700 500029
B W B Manufacturing Ltd Wiltshire Road Hull North Humberside HU4 6PA 01482 500508
Birkwood Unit 1 Ballinluig Pitlochry Perthshire PH9 0LG 01796 482506
Furniture Manufacturers & Suppliers
Barn & Brook Unit 2A Shipston Industrial Estate Darlingscote Road Shipston-On-Stour Warwickshire CV36 4PR 01608 666994 Batac Design & Construction Highway Farm Horsley Road Downside Cobham Surrey KT11 3JZ 01932 868691
Black & Blue Wood Products 5 Erw Wen North Cornelly Bridgend Mid Glamorgan CF33 4BW 07973 389479 Blackthorn Workshop North Piddle Lane Naunton Beauchamp Pershore Worcestershire WR10 2LH 01386 462208 Blackwood & Locke Woodchester Cottage Southfield Road Woodchester Stroud Gloucestershire GL5 5PA 01453 873725
86
Bathroom
Take a look for yourself – visit ...then perhaps www.gmgconnect.com you should think again! Yes, delivers all this for only £95 Antony Cammack 19 Cornwall Way Southport Merseyside PR8 3SG 01704 570275
Appletons Interiors Workshop 3 Main Street Barkby Leicester Leicestershire LE7 3QG 01162 640616 Arcadian Furniture 24B Hinton Hinton Chippenham Wiltshire SN14 8HJ 01179 372320
Axe Vale Furniture Townsend Beer Seaton Devon EX12 3LL 00129 723441
Beaver Furniture Beaver Lodge Sutton Thirsk North Yorkshire YO7 2PR 01845 597420
Ben Williams Furniture Maker Hayle Industrial Park Hayle Cornwall TR27 5JR 01736 759933
B G Allen Winllan House Llansantffraid Powys SY22 6TN 01691 828738
B J Brown Furniture & Cabinet Maker Bridge Farm Lower Road Britford Salisbury Wiltshire SP5 4DY 01722 413003
Bernard Polley Outbuildings The Stables Horseheath Cambridge Cambridgeshire CB21 4QN 01223 891983
Antony Cammack 19 Cornwall Way Southport Merseyside PR8 3SG 01704 570275
Boatman Furniture Unit 1B Park Farm Park Road Great Chesterford Saffron Walden Essex CB10 1RN 01799 530230
Appletons Interiors Workshop 3 Main Street Barkby Leicester Leicestershire LE7 3QG 01162 640616
Bob Hunter Wren Cabinet Makers Pear Tree House Thirlby Thirsk North Yorkshire YO7 2DJ 01845 597453
Arcadian Furniture 24B Hinton Hinton Chippenham Wiltshire SN14 8HJ 01179 372320
www.gmgconnect.com
Axe Vale Furniture Townsend Beer Seaton Devon EX12 3LL 00129 723441 B G Allen Winllan House Llansantffraid Powys SY22 6TN 01691 828738
B J Brown Furniture & Cabinet Maker Bridge Farm Lower Road Britford Salisbury Wiltshire SP5 4DY 01722 413003
Beaver Furniture Beaver Lodge Sutton Thirsk North Yorkshire YO7 2PR 01845 597420
Ben Williams Furniture Maker Hayle Industrial Park Hayle Cornwall TR27 5JR 01736 759933 Bernard Polley Outbuildings The Stables Horseheath Cambridge Cambridgeshire CB21 4QN 01223 891983
86
118
Boatman Furniture Unit 1B Park Farm Park Road Great Chesterford Saffron Walden Essex CB10 1RN 01799 530230
Bob Hunter Wren Cabinet Makers Pear Tree House Thirlby Thirsk North Yorkshire YO7 2DJ 01845 597453
Bedroom
Cabinetmakers
138
Children’s & Nursery
142
Dining Room
154
Garden
161
Living Room
180
Office
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• The whole furniture industry Connect 1Yes, x annual Furnituredelivers Trade Directoryat your fingertips • The whole furniture industry
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all thistofor only £95 www.gmgconnect.com Access • ,Thousands of potential • Thousands of potential customers the perfect sales and marketing tool to customers – in print– and in print and online – ready and 1 x annual directory of 350 pages online – ready and waiting source buyers, suppliers and leads waiting for your enquiry 1 x 365/24/7 bespoke, responsive 4x
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I am sure these new contacts and leads will benefit your business – I will callon over the next few days to discuss Contact Claire Jones today 07493 391962 how you can start accessing these opportunities or email claire@gearingmediagroup.com
07493 391962 claire@gearingmediagroup.com
“I am sure these new contacts and leads will benefit Contact Claire Jones today on your business – I will call over the next few days to discuss how can start accessing these opportunities.” oryouemail
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FURNITURE NEWS 4pp insert AUG 2018.qxp_Layout 1 8/13/18 9:22 AM Page 1
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Sealy beds are handmade in the heart of Cumbria, on the edge of the Lake District. When you create something in such beautiful surroundings, it’s a constant reminder that you want things to stay that way. In the UK, we currently produce over 200 million tonnes of rubbish each year. This includes everything from commercial and industrial to household waste but only a percentage of this is recovered – the rest is sent to landfill. The impact in dumping everything into landfill areas is evident; air pollution, ground water pollution, soil and land pollution, landfill fires, financial costs and of course, health implications. So what does ‘Zero to Landfill’ actually mean? The ultimate aim of this philosophy is to prevent any waste material produced within an organisation going to landfill, which in turn offers a more sustainable route to resourcing for future generations. At Sealy, we have been making positive steps to change that over the past decade. Ten years ago only 15% of the waste produced in the production of our beds was either recycled or sent to energy recovery. Today, we are Zero to Landfill from site. Our goal is to make our nation ‘Deeper Sleepers.’ We believe that, along with our beds containing state of the art technology and unsurpassed comfort, the knowledge that your bed has been manufactured under a Zero to Landfill policy will help you rest a little easier.
www.sealy.co.uk
FN354_Pages.indd 19
24/08/2018 15:49
Science
lessons What does the customer want? For retailers, suppliers and manufacturers, that’s the million-dollar question – and, thanks to modern technology’s ability to harvest and analyse consumer data in increasingly sophisticated ways, the answer is clearer than ever. Paul Farley speaks to Mammoth’s founder John Tuton about the potential – and pitfalls – of personalisation in marketing …
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24/08/2018 15:49
Interview | 21
“As ecommerce uptake grows and customer loyalty generally declines, this kind of approach will become essential to the sustainability of a retail business, and the brands they represent” Some 52.4% of the world’s population will
accordingly – yet the behaviour of today’s
be accessing the internet by 2020, and
consumer is much more complex than it
there will be 2.9 billion social media users,
was once believed to be, and it has become
estimates online database Statista. Countless
increasingly apparent that it’s impossible to
interactions means countless opportunities
accurately identify what they want based on
to capture, compare and interrogate user
that metric alone.
data, and better understand people’s behaviour, desires and frustrations. The Cambridge Analytica scandal may
“They’re internet-savvy tech-adopters,
have laid bare Facebook’s privacy protocols,
they’re fashionable, they drive a hard
but it hasn’t stopped the vast majority of UK
bargain … in short, they’re behaving very
users (around half of the population) from
similarly to what we’ve come to expect from
logging onto the social network each day
younger audiences.”
and sharing information about themselves – explicitly or inadvertently. And that type of information is extremely
Mammoth’s answer is to evaluate customers based on a host of sociodemographic characteristics – such as
valuable to the marketing companies which
gender, education level, income, technology
specialise in helping businesses target their
adoption timeframes, favoured newspapers
advertising more effectively.
and location – as well as age. Doing so has
Just ask John Tuton, who founded the
enabled it to segregate its audience into six
Mammoth comfort and mattress brand
key groups (cohorts), each of which is then
10 years ago after suffering a rugby injury
split into five or six sub-groups.
which left him immobile and unable to sit
“Traditional buying behaviours are
or sleep properly. Drawing on his healthcare
changing fast,” says John, “so we’ve had to
background, John went on to develop his
combine our own expertise with established
own mattress and cushion filling – Medical
metrics to get a clearer picture of our
Grade Foam – which responds instantly to
audience.”
body shape and regulates temperature so users don’t get too hot or cold.. Today, Mammoth’s mattress, bedding
It’s a far deeper framework than John ever intended to create – at the outset, he’d only wanted to identify two or three
and seating products are sold through more
key cohorts on which to focus Mammoth’s
than 500 stockists in the UK, while the
marketing activities. But taking this path
brand utilises its sports and health industry
has also enabled Mammoth to plug into the
affiliations – with the likes of the Chartered
latest outbound marketing systems – “they
Society of Physiotherapy (CSP), English
understand our language, and vice versa,”
Rugby Players’ Association and Tottenham
says John.
Hotspur FC – to communicate its models’
Yes, John admits, age remains an
capabilities when it comes to comfort,
important metric. Younger audiences
wellbeing, aiding recovery and helping ease
tend to be much more price-sensitive,
aches and pains.
he says – a £1000 mattress (Mammoth’s
John’s approach to marketing has long
existing lines start at a retail price of
been ahead of the curve, but his recent foray
around £800) is generally not available to
into marketing personalisation has revealed
a 20- or 30-something with a marked lack
new directions for the brand which even he
of disposable income, or even the desire to
didn’t expect to encounter.
spend that much.
“All businesses are having to be more
But our established notions of age groups
savvy about where their customers come
shouldn’t define how a business presents its
from,” says John. “At Mammoth, we’ve
offer. “The average age of our customers is
developed a sophisticated system to really
57,” says John, “but, taken in isolation, that
drill down and get to know our audience.”
doesn’t tell us much. People in their 30s and
Traditionally, he remarks, the furniture
FN354_Pages.indd 21
“There are some pretty cool silver surfers out there,” says John, by way of example.
40s still account for a third of our customer
industry has tended to categorise
base, while our sales actually peak with an
customers by age group, and target its offer
audience in their 60s. It’s what’s behind
24/08/2018 15:49
22 | Interview
that ‘57’ that’s important.” Indeed, the analysis is so detailed that Mammoth is even able to identify audiences on a retailer-by-retailer basis. “Take Furniture Village – while their Mammoth customer is still in their 50s, they are, on average, five years younger than our norm, and the retail price they purchase at is +1520% higher,” says John. “We’re taking a much more intelligent approach to marketing, and we can only do so through data analysis. I’m excited by the possibilities – these capabilities are going to allow us to work much more closely with our key manufacturing and sales partners as well as our stockists, and to speak much more directly to their customers.” It’s all about delivering a simpler message, explains John, but through a far more targeted approach – tailoring the
One of Mammoth’s new mattresses
theme, call to action, message format and language to each specific cohort, depending
don’t care as much about – what they’re
on their specific drivers.
buying. They care more about their time.
“We might target one recipient with
“As a trade we have some strong
“semi-skimmed, not full-fat” Mammoth. “It will hopefully broaden our distribution,” he continues, “but the
a message around back pain, in which
thoughts about what people want – but
focus is more on helping our established
we’d lead with our association with the
many people aren’t sure. Somebody’s ‘firm’
customers appeal to younger cohorts by
CSP,” he says. “Or we’d decide to push the
mattress is another’s ‘regular’ – and do the
having a product offer that’s relevant to
‘attainable luxury’ message, and talk about
majority of people really care how many
them – particularly those first-generation
the products’ sophisticated foam interiors
pocket springs are in a mattress?”
mattress buyers, in their 20s and 30s.
and tailored finishing to sit, sleep and/
Yet there’s an even greater number of
“At the same time, our established
or relax better, in terms of both style and
consumers out there who do like to choose
models will be taken up a notch – more in
comfort.”
exactly what’s right for them, and, to
terms of value and the ‘good stuff’ than
many of them, Mammoth’s message of
price – giving our core customers more of
personalisation in marketing, John
scientifically-guaranteed sleep is already
what they love. They will benefit from more
acknowledges that, in our industry, at
coming across loud and clear.
fillings, and a more luxurious finish.
Despite the growing trend towards
least, it has its limitations, so customer
“Thanks to our data analysis, we’re
research should always be informed by
finding that there’s a big appetite for the
to create customer loyalty that can
sector-specific experience – and the initial
Mammoth brand name and technological
cross-fertilise through the generations,
findings should only serve as a guide.
DNA, across all age demographics,” says
in the form of in-family referrals between
John, who reveals the development of a new
grandparent, parent, child, and vice versa.
elements,” he says, “and that’s generally
pricing architecture across the company’s
As ecommerce uptake grows and customer
when people haven’t got the time to make
entire range.
loyalty generally declines, this kind of
“Personalisation caps out on certain
“In all, it’s going to enable our retailers
a choice. Some mattress buyers just want to
After all, just as shopping on an iPad is
know if something got a good review, and if
no longer solely the domain of the younger
sustainability of a retail business, and the
they can get it quickly.
generations, it’s not just the elderly that
brands they represent.”
“This is no better demonstrated than by the bed-in-a-box – it’s a no-brainer. To most of us, offering choice and a degree
experience back pain or have difficulties achieving good-quality sleep. “We want to expand the Mammoth
approach will become essential to the
According to John, the new pricing and model architecture is “super consumer friendly”, will be easy to understand and
of individualisation is important – but the
brand to make it more easily attainable
communicate, while opening new doors for
fact that these brands have stripped so
for health-considered customers of all
stockists – and it’s all come about thanks
much out of the marketplace shows that
ages, and especially to those whose value
to the data.
plenty of customers just don’t have the
sensitivity is higher,” says John, who
time to really consider – and, generally,
describes the new, lower-priced line as
“We’re continually having to develop more commercial propositions for our retail partners,” he concludes, “and the combination of new technology and new thinking we’re engaging is allowing us to
“These capabilities are going to allow us to work much more closely with our key manufacturing and sales partners as well as our stockists, and to speak much more directly to their customers”
FN354_Pages.indd 22
do exactly that.” What does the customer want? The answer’s out there – for those asking the right questions.
www.mammothcomfort.co.uk
24/08/2018 15:49
Klarna-A
Make more shoppers feel at home With over a third of furniture customers now preferring to buy online, it’s never been more important to ensure the online path to purchase is smooth and frictionless. Recent research by Klarna revealed that shoppers are increasingly turning to online shopping for homeware, with 69% revealing they have bought home and garden products online. Forwardthinking merchants looking to stand out from the crowd need to focus on engaging, converting and building loyalty with those shoppers, who prefer showrooming to showrooms.
Prioritise user experience
Improve payment options
Incite loyalty
A poor user experience causes lost sales. Fact.
Shoppers expect to be able to pay how and when is most convenient for them. By incorporating payment methods which allow customers to be smart with their money, furniture retailers can gain a significant advantage over their competitors in the battle for the consumer.
Shoppers today are increasingly time-poor and easily frustrated by friction. Furniture retailers need to step up their game to meet the sky-high expectations of their customers if they want to secure their loyalty.
Consumers today have more places and ways to shop than ever before — and increasingly short attention spans. Online retailers need to be able to quickly attract a shopper’s notice and make the buying journey a joy. To accomplish this, they must take a holistic view of the customer journey. Every touch point should be designed with the customer in mind, no matter what device they are browsing on. But while it’s important to pique consumer interest in a product, closing a sale is crucial — so guiding customers through checkout must be as seamless and smooth as possible. Introducing an online checkout that minimises steps to purchase, is mobileoptimised and enables one-click repeat purchases will be key to success.
www.klarna.com
FN354_Pages.indd 23 Klarna-Advertorial_v4.indd 1
Giving shoppers options such as the ability to pay after delivery, or in equal monthly installments, is particularly important in the furniture industry where items are naturally more of an investment. In fact, 52% of shoppers have to save for several months before they can purchase home and garden goods. Furniture retailers may be missing out on new customers during this time. Or customers themselves may be missing out on their preferred items due to dwindling stock. So, whether you’re a furniture start-up or a seasoned retailer, providing customers with convenience and payment choice at the checkout can mean the difference between conversion and basket abandonment.
Take payments, for instance. A key factor in consumers shopping in-store rather than online is wanting to experience the look and feel of a product before buying. Introducing a service that lets them try before they buy — such as Klarna’s Pay later — can bridge the online-offline gap. Additionally, for larger-ticket items, offering quick and easy online consumer finance — such as Klarna’s Slice it — can turn a browser into a buyer. By empowering the shopper with financial options and convenience you can ensure repeat custom, while also enabling your brand to stand out from the crowd. Remember: Satisfied customers are likely to become frequent users, loyal to your brand. By understanding the needs of different shoppers and optimising your ecommerce channel accordingly, furniture retailers can give their business a boost and make more shoppers feel at home.
24/08/2018 10/08/2018 15:49 17:22
Boxing clever At first glance, it’s easy to view Emma Mattress as just another bed-in-a-box brand hungry for a share of the UK market. Focused product offer? Check. Rapid online fulfilment? Check. One hundred-night guarantee? Check. But Emma’s DNA is fundamentally different, says founder and CEO Max Laarmann as the brand embarks on its first bricks-and-mortar tie-up in the UK …
Max Laarmann
FN354_Pages.indd 24
24/08/2018 15:49
Interview | 25
I founded Emma Mattress at the end of 2015 as a subsidiary of Bettzeit – which also has Dormando, one of the first online mattress retailers in Germany, under its umbrella. In December 2016, Bettzeit also acquired the well-established mattress brand, Dunlopillo Germany.
“To date, growth has been organic, with an investment of only €5m. We are currently breakeven at an EBIT level, and expect to turn a profit next year”
There’s a natural synergy in sharing resources across different mattress brands
confusing to shoppers – and, when you
generation three-layer pure foam mattress
– such as an ability to increase our R&D
took the long delivery times into account,
(and this year’s winner of the Which? Best
spending and invest in market-leading
it didn’t make for easy or seamless buying
on Test 2018).
talent. However, Bettzeit is clear in how
journeys.
both brands are differentiated in terms of offering and route to market.
Using customer insight, we not only
Both mattresses cater for a wide variety of sleep types and target the majority
sought to make the buying process easier,
of sleepers. We felt it helpful to provide
more convenient and quicker, but also
customers with our two approaches to the
We called the brand Emma because that’s
harnessed the science behind sleep to create
one-for-all mattress – but always ensuring
one of the most popular and best-loved
a mattress that suits all body and sleep types.
the quality is market-leading and award-
names across Europe, and it’s one that people can relate to.
We felt that the market was sizeable
winning.
enough to continue pushing across Europe. We also found that other brands were not
Bettzeit’s turnover in 2017 was €33m,
Before introducing Emma Mattress to the
investing enough in R&D and really offering
and is forecast to hit €60m this year – and
UK market the mattress had been a popular
the best mattress.
it’s actually on track to surpass that goal.
buy in several European countries including
We knew that if we continually invested
To date, growth has been organic, with an
Austria, Switzerland, the Netherlands,
in increasing mattress quality, whilst
investment of only €5m. We are currently
Poland, Germany and France. It is currently
driving marketing efficiency, we would build
break-even at an EBIT level, and expect to
the most awarded mattress in Europe,
a business and a brand equipped for the
turn a profit next year.
securing the top test scores in Spain,
long-run.
Portugal, France, Italy, and now the UK.
Our R&D operation is highly advanced. We currently offer two mattresses – the
Direct-to-consumer [D2C] brands like
Like many other others, the brand was
Emma Hybrid, a four-layered spring and
Emma Mattress have unparalleled access
born out of a consumer problem. Before,
foam mattress (and a Which? Best Buy
to consumers’ sleep feedback, and we
mattress buying was cumbersome and
2017), and the Emma Original, our next-
ensure that the feedback loop is closed by
As well as its two models, Emma Mattress offers a range of matching accessories including pillows, mattress protectors and bed bases
FN354_Pages.indd 25
24/08/2018 15:49
26 | Interview
continually collecting sleep data and feeding
customer purchasing cycle, which means
pending, as part of its drive to develop an
this directly into our R&D.
that every customer acquisition should be
innovative ergonomic mattress structure
profitable and sustainable. Our competitors’
that meets the needs of different body and
with a team of 10 engineers and textile
strategy pins too much on building a brand
sleep types.
designers in place to advance the sleep
unsustainably, with the hope that the brand
technology applied in each Emma mattress.
will somehow pay for itself.
Bettzeit invests heavily in this process,
The results speak for themselves – just
We are concerned that some of our
We anticipate some consolidation in the market very soon. We hope that after seeing
look at our Which? accolades. Investing our
highly-unprofitable competitors are
the first significant dropouts, investors
focus and resources in product quality has
overselling and under-delivering, and
will appreciate that, yes, online mattress
helped fuel our growth – both top- and
causing a bubble in the market. Emma
companies can fail – but because of poor
bottom-line.
Mattress has been very careful to acquire
management, but not because the overall
every customer profitably and to not only
business idea of selling mattresses directly
As an online retailer the company can
chase top-line growth, but to do so while
to the consumer is not profitable or scalable.
incorporate direct customer feedback
maintaining a sustainable bottom line.
By the end of June this year, Emma Mattress had sold 250,000 mattresses
into its product roadmap, allowing it to drive product development quickly. Direct
Our business success and competitor
– many more than almost any major
customer feedback is gathered online,
differentiation rests on two pillars –
competitor – and achieved this with only
allowing the R&D team to adopt continuous
product quality and marketing efficiency.
€5m equity raised, which is substantially
improvement strategies, and quickly drive
We believe this is a more lasting strategy
less than our major competitors.
product innovation that optimally maps to
for creating superior products and a brand
the sleeping needs of UK consumers.
people trust.
We’ve now gone into partnership with DFS
Coupled with given our comparatively
– they are going to sell the Emma Hybrid
of the Emma Hybrid, and the subsequent
small funding, our strategy might seem less
online and across their 95-strong physical
Emma Original, with its even better score. As
aggressive – but we have outgrown almost
store estate.
a result of being able to fine-tune product,
all our competitors by sticking to it.
This has been shown with the creation
Over the coming months, new in-store PoS displays will be rolled out in selected
the Emma Original mattress has been named best product by independent consumer
Like any fast-growing start-up, Emma
stores, making DFS the first and only UK
magazines in six European countries.
Mattress has faced challenges and barriers
retailer to offer customers the chance to
to growth, such as developing quality
see and try out the Emma Hybrid mattress
Other bed-in-a-box brands have followed
products that utilise innovative new
before placing their order.
the path of fast-growth technology brands,
materials and production techniques while
and have looked to aggressively buy market
penetrating a highly-competitive, price-
share and reap the rewards later.
sensitive market.
However, the mattress market has a long
FN354_Pages.indd 26
Emma Mattress currently has two patents
Alongside that, we have lots of exciting plans for growth in the pipeline …
www.emma-mattress.co.uk
24/08/2018 15:49
Interview | 27
“The mattress market has a long customer purchasing cycle, which means that every customer acquisition should be profitable and sustainable�
Emma mattresses are made in the UK and delivered D2C in one to three days
FN354_Pages.indd 27
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enquiries@devonshireliving.co.uk 01237 471872
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y r o t fac
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Truly made in the UK from raw solid timber through to the ďŹ nished product 4 paint colours 60+ items Made from solid wood Bedroom Dining Living
High quality Quick delivery Held in stock
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30 | Interview
This month’s featured homewares website is www.britishdesignshop.com, which will make its trade debut at Decorex – Furniture News explores the practices and philosophies behind the enterprise ...
Clickthrough > British Design Shop Nick Powell, MD Summary: A contemporary online furniture label which unites the artistry of talented British designers with the skills of local craftspeople.
In our world, contemporary design blends seamlessly with traditional furnituremaking
the British Design Shop with three business partners.
skills honed over time – designers and craftsmen working intuitively together
Who is your ecommerce hero?
Launched: 2017
to make classic designs of the future.
I think it’s difficult to single one person
SKUs: Around 25 individual pieces, to grow to a maximum of around 50 in the next 1224 months
Therefore, you won’t find masses of product
out. I continue to be impressed by how
on the site, but you will find some beautiful
ecommerce is developing in terms of the
pieces that will stand the test of time.
technical capabilities of modern ecommerce
Services: Fully-bespoke upholstery – including COM – and paint finish services, plus a stock of premium barstools that can be delivered within 3-5 days. 90% of upholstery pieces are made to order.
trading platforms. Behind all these How did you enter the industry?
platforms are several unsung heroes who
I first started developing furniture when
build and maintain the sites (which takes
I was the marketing director for Sealine
months of technical development work prior
Yachts and Brunswick Marine. Each of the boatyards had an in-house wood shop that would develop beautiful furniture for the Why visit your website? Our aim is to offer beautiful, distinct
interiors of the yachts. In 2011, I joined Gloster Furniture as
furniture pieces that are all designed and
brand director and was responsible for
made in Britain. Whilst our prices are
developing their brand and product range.
premium, we feel they represent excellent
Following my time with Gloster, and after
value for money given the levels of
a second period working back in the marine
craftsmanship and quality materials that go
industry, my passion for design, furniture
into each piece.
and local craftsmanship led me to setting up
“You won’t find masses of product on the site, but you will find some beautiful pieces that will stand the test of time”
Amy, designed by British Design Shop co-founder Carsten Astheimer
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Interview | 31
to launch, and lots of know-how). For me, these people are my ecommerce heroes.
Form barstool, designed by Tim Moore, lead designer at Astheimer
Describe a typical working day … Having worked for big corporates for many years, I now enjoy the small-is-beautiful approach to running a business. This means I take care of everything, from arranging an exhibition to picking up new products in development and taking them to the studio to be photographed. I see each customer order through the business, and make sure that the deliveries go out on time and to the customer’s requirements. The inbound
The Lara Collection, designed by British Design Shop co-founder Carsten Astheimer
calls are handled by a small team at the design studio where we are based in Warwick, so picking up the phone and talking to the customers is also part of my typical day. What part of your job would you prefer to avoid? Dealing with and filling out forms for merchant bank underwriters – I’m happy not to have to do that again. What has been your greatest challenge to date?
exhibitions during the next 24 months. The
The time and effort it takes to get the
second stream is direct marketing, such as
business off the ground. Everything needs
PPC and email marketing campaigns, which
to be developed in parallel. This means
are more tactical in nature and have more of
creating a brand, protecting it, developing
a direct ROI measure. As sales grow, we will
enough new product, financing the
increase our investment in both areas.
company, establishing stock, suppliers, logistics, premises, etc. It’s a mountain to
What is your take on how the relationship
climb, so you must believe in what you are
between online and physical retail might
trying to do to keep going at the start.
develop? I’ve been fortunate enough during my career
How much do you invest in keeping your
to lead the development of both physical
site visible?
and online stores. Clearly, there is growth in
This is a moving target as the benefit of
online, which now equates to around 20% of
ecommerce is you can track your ROI for a
all retail sales. My perspective is that a blend
sale.
of physical retail and online is the optimum
There are two streams of activity planned. The first is building awareness of the
“Behind all these platforms are several unsung heroes who build and maintain the sites, which takes months of technical development work prior to launch, and lots of know-how”
solution. In my opinion, the overheads that are
as a private company, without holding any
company and what we stand for. For this
associated with large permanent stores are
debt other than the original directors’ loans.
we will invest in PR and attending some key
not something that necessarily add value
Therefore, we want to grow organically over
to the customer in terms of the
time as we promote the ethos of British-
product they are purchasing.
designed-and-made products.
More creative models need to be considered based on holding less
What advice would you offer an aspiring
infrastructure, such as a single
etailer?
flagship store, pop-up stores
Before etail came along, you had to create
and exhibitions. These can be
a relevant brand – and this is still the case.
optimised with your online retail
Therefore, spend some time and a bit of
strategy to give the most value to
money here before you jump into developing
the customer.
an etail business. Etail is just the channel you are selling through. It will take time,
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Do you have any plans to grow
money and a lot of arduous work to get
your business?
started in etail, so make sure your brand
The business has been established
holds together at the outset
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32 | Events
PREVIEW SIMPLE SOURCING FOR THE SOUTH-WEST The South West Furniture Show returns to Sedgemoor Auction Centre this month, with the promise of a host of the latest launches … The regional, agent-led exhibition
and South Wales, and now comprises
this year’s South West Furniture Show,
is organised by the South West
50 members, representing over 130
which will take place at Sedgemoor
Furniture Manufacturers’ Agent
manufacturers and suppliers.
Auction Centre, North Petherton,
and Representatives Federation
Whilst April 2018 saw the debut
Somerset, from 11-13th September.
(SWFMARF), which was established
of the federation’s South West Bed
As in previous years, there will be
over 25 years ago to assist trade
Show, beds will be present alongside
late evenings, a mix of members and
customers in south-west England
cabinet, upholstery and accessories at
manufacturers, drinks vouchers and welcome gifts. “Despite the quiet trade, we’re hopeful that retailers will make the straightforward journey to our location and support the many launches that our members have been working on,” says SWFMARF secretary, Maud Laine. “Many of us are expanding our product ranges to counteract the downturn, and are trusting that the retailers will also recognise the various benefits to their footfall, trade and bottom line.” Visitors are advised to pre-register for free access on the federation’s website.
www.swfmarf.com
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33
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34 | Events
PREVIEW
NEW BLOOD ENLIVENS LONG EATON SHOW The Long Eaton Guild of Furniture Manufacturers’ biannual Long Point exhibition returns to the town of Long Eaton from 17-19th this month …
I
t may be set across various locations, but Long Point offers
Sydney, Wiemann
the trade an intimate setting in
which to do business with some of the UK’s best-known upholstery and cabinet manufacturers, plus a number of guest exhibitors and those with permanent showroom space within the town’s Harrington Mill. This autumn’s edition sees several new companies join the exhibitor roster: Portuguese contemporary brand Evanyrouse Furniture, exhibiting on the second floor of Harrington Mill; Italian chair specialist Peressini Casa, in the same space; and the UK’s largest adjustable bed manufacturer, and a leader in the production of lift-and-recline chairs, Furmanac, which will be present at a new exhibition location, The Exchange. Located in Westend Mill on Leopold Street (opposite Harrington Mill), The Exchange serves various functions, acting as the headquarters of trade association the BFM and digital agency Orbital, as well as being a new regional HQ for The Furniture Makers’ Company.
The first evening of the show will
co.uk, www.wiemannuk.co.uk) will
with a party commencing at 6pm.
also be present, showing off new
Present will be Maggie Throup,
ranges from its permanent showroom
Conservative MP for the Erewash
in Harrington Mill.
constituency, who was recently
and traditional is one of the key
Parliamentary Furniture Industry
selling points of the award-winning
Group (APPFIG). Anyone interested
manufacturer’s latest semi-solid oak
in attending should visit www.orbital.
collection, Sydney.
vision/the-exchange/#register. Other exhibitors include Iain James
The range offers a two- or threedoor sliding wardrobe, complete with
Furniture (0115 973 4481, www.
a passe-partout frame and soft-
iainjamesfurniture.co.uk), which
closing doors – along with a choice
continues to buck the declining trend
of bedside and storage chests. Fronts
in quality English cabinetmaking,
can be crisp and fresh in white glass
and will present new products from
or dark or subdued in havana glass or
its Harrington Mill and Bridge Street
bronze mirror.
The company offers several classical
Says distributor Simon Hewitt: “Over the past couple of years we’ve
lifestyle collections, which help create
seen an increase in interest in our
arguably one of the most impressive
better quality ranges, and following on
modern-day interior aesthetics
from its successful January Furniture
– an eclectic blend of traditional
Show launch, Sydney is proving to be
and contemporary styling through
a big hit with many of our retailers.”
timeless and elegant design features.
FN354_Pages.indd 34
A subtle combination of modern
appointed the chair of the All Party
showrooms.
AMC60 glass top coffee table, Iain James Furniture
Wiemann (enquiries@wiemannuk.
see the building’s official opening,
Autumn Long Point is open from
An approachable and conscientious
9am-6pm daily,and is open to all
company, Iain James Furniture offers
retail and bona fide interior designer
bespoke sizing on many of the pieces
visitors able to produce a business
in its ranges – which it says proves of
card upon entry to each showroom.
great assistance to retail and interior
www.longeatonguild.co.uk/autumn-
design partners when driving sales.
long-point
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CarltonS
Long Point Furniture Show Harris Tweed Fast Track Collection
Long point - Long Eaton 17-19 September 2018
Come Visit Us
www.longeatonguild.co.uk
Simple - Style - Comfort - Beauty
FN354_Pages.indd CarltonSep18_2.indd351
www.vintagesofacompany.co.uk
www.carltonfurniture.co.uk 24/08/2018 23/08/2018 15:49 13:02
Minerva
36 | Events
PREVIEW
100% DESIGN BROADENS HORIZONS 100% Design returns to London’s Olympia venue for its 24th edition from 19th–22nd of this month, and its organiser has announced a shake-up to the exhibition’s traditional programming.
Vincent Sheppard
1
00% Design will present new features, fresh design talents
from other cities around the world. 100% Forward, curated by journalist
Exhibitors include Benchmark, Established & Sons, Dare Studio,
Barbara Chandler, will highlight
Yoo, mono.rocks, Bulo, Thors Design,
a roster of industry favourites, big-
eight emerging design talents across
Cholo.design, Proper Copper Design
name brands and innovators. Two new
furniture, product, lighting and textile
and Vincent Sheppard.
features – 100% Futures and 100%
design. Each will be championed by an
Alongside the core offer will be
Forward – will focus on emerging
established designer who carved his or
Talks With 100% Design, one of the
designers across innovation and
her career during the first decade of
most forward-thinking seminar
furniture design, respectively.
100% Design.
programmes on the design calendar.
and emerging names alongside
100% Futures will celebrate
For example, Simon Pengelly,
The return of so many leading
forward-thinking design from a
who started his career in 1993 when
brands, plus debuts from emerging
selection of British and international
he presented at 100% Design, has
talent, is set to cement the show’s
talents who have chosen to set up
selected Daniel Schofield who, in just
position as a cornerstone event of the
their practices in London. Spearheaded
five years, has honed his reductive
London Design Festival.
by design journalist Max Fraser, 100%
approach to materials, form and
www.100percentdesign.co.uk
Futures will shine a light on designs
function to create celebrated lighting,
across travel, technology, wellbeing,
furniture and tabletop products.
public spaces and sustainability, with
This year will also see the launch of
the theme Designing for London.
the West Kensington Design District,
100% Futures will also share designs
a hub set to inspire design enthusiasts during the London Design Festival through an engaging programme featuring design brands, globallyrecognised cultural institutions and events. The district will be brought to life by an array of partners including the Design Museum, V&A Blythe House, Polish brand Zieta at Arthill Gallery and many others. 100% Design’s core exhibition covers Interiors, Kitchens, Bathrooms and Bedrooms, emerging brands and, new for this year, 100% Build London, a dedicated show for the construction
Thors Design
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and architectural industries.
Benchmark
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Minerva Ad (FN) August 13th_Layout 1 30/07/2018 13:41 Page 1
NAEC, Stoneleigh Park, Kenilworth, Warwickshire 2nd & 3rd OCTOBER 2018
A spectacular two day trade event Open to all furniture buyers & bed retailers – Register online now for your free admission ● ●
2 Halls featuring over 80 exhibitors
Great location with free parking
● ●
All furniture sectors
Complimentary lunch
Key exhibitors include…
Plus many more…
PS. Interested in exhibiting? Call us on 01249 716195
www.theautumnfurnitureshow.co.uk FN354_Pages.indd 37
24/08/2018 15:49
38 | Events
PREVIEW
COME ONE, COME ALL, SAYS MINERVA This year’s Autumn Furniture Show, a two-day trade event for the entire furniture industry, is being held at Stoneleigh Park, Warwickshire on the 2nd and 3rd of October, and is open to all buyers associated with the furniture and interiors business …
T
traditional to industrial and rustic –
by the Minerva Furniture
with the inclusion of home decor and
surrounded by countryside in the
Group, attracts visitors from
accessories, it promises to provide a
heart of England, with good road, rail
one-stop interiors shop for visitors.
and air access, ample free parking
across the trade each year, including furniture, bed and home decor
An impressive range of suppliers
retailers, along with contract buyers
have already signed up to exhibit,
and interior and contract specifiers.
including some of the biggest names
and a wide choice of accommodation close by. Entry to the show is free to all, and
in the industry. The bed suppliers
includes complimentary lunch on both
trade show, the Autumn Furniture
include Steinhoff, Somnus, Harrison,
days. Although organised by Minerva
Show’s timing offers retailers an
Sleepeezee and Deepsleep, while on
Furniture Group, the show is open to
opportunity to order stock ready for
the upholstery side exhibitors include
the entire furniture trade, and is not a
the run-up to Christmas.
Alstons, Sherborne, Duresta and Vale
member-only event.
As the year’s final UK furniture
The event promises an impressive UK and global portfolio of suppliers
Upholstery. For visitors interested in other
Last year’s event enjoyed good attendance from both non-members
across two halls, with exhibitors
sectors there will be Besp-Oak
and members – and with this year’s
covering all furniture sectors. A broad
Furniture, Willis & Gambier,
line-up of suppliers, the organiser
selection of product – from dining,
Annaghmore, Kingstown Furniture
anticipates another strong edition.
living, upholstery, beds, bedroom
and Baker Furniture to name but a few
and home office furniture to lighting,
– and then there are exhibitors such
register on the show’s website. There
home decor, soft furnishings, pictures
as Gallery Direct which offer a diverse
are also a few stand spaces available
and mirrors – will be on display.
range of home furnishings. There are
for any company interested in
also more specialist suppliers, such
exhibiting.
products to suit all tastes and styles
as BilliB Clocks, and Luminess for
T 01249 716195
of interior, from contemporary and
lighting.
www.theautumnfurnitureshow.co.uk
The range available will encompass
FN354_Pages.indd 38
The venue, Stoneleigh Park, is
he show, which is organised
Anyone planning to visit can
24/08/2018 15:49
Introducing
The Westbury Collection
New without knuckle option available in the following sizes: Petite
Tel: +44(0) 1623 440626
FN354_Pages.indd 39
Standard
Grande
2 Seater Settee
www.celebrity-furniture.co.uk
3 Seater Settee
info@celebrity-furniture.co.uk
24/08/2018 15:49
40 | Events
PREVIEW
SOURCING OPPORTUNITIES IN TURKEY’S FURNITURE CAPITAL From 23rd-27th October, Inegol Furniture Fair will return to Modef Expo in Turkey’s furniture capital in Bursa for its 40th edition, where it is set to present international visitors with a plethora of sourcing opportunities …
W
ith the aid of key Turkish trade associations including the Inegol
Furniture Manufacturers Association, Inegol Chamber of Commerce, Inegol Carpentery and Furniture Makers Chamber, the organiser of Inegol Furniture Fair, Modef Fairs, strives to promote the Turkish region’s furniture production capabilities at every opportunity. The October exhibition – another show tailored towards the domestic market which takes place in the same venue each March – reflects Turkey’s largest furniture manufacturing community, and takes place across a 28,000m2 covered exhibition space. “We have around 200 top
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certified by international audits.” The fair works closely with local
Modef Fairs aims to ensure exhibitors and visitors can come
manufacturers, offering European-
authorities to ensure visitors are
together and do business, and to
level design and quality,” says
able to enjoy what the city of Inegol
better uncover the region’s untapped
Yavuz Ugurdag, chairman of
has to offer, such as sampling its
potential.
Modef Fairs. “Our sole focus is
world-famous meatballs, or visiting
furniture manufacture, and offering
the local caves, Turkish baths, and
complimentary visitor package,
international customers a reliable
snowboarding opportunities on
prospective visitors can email visitor@
service – we can produce to FR
Uludağ mountain. Inegol is just two
modef.com – or can visit the website
requirements, and in line with IFS
hours away from Istanbul, making a
to find out more about the event’s
Laboratories in the UK. Also, our wood
visit to the capital a straightforward
exhibitors.
and wood-based raw materials are
affair.
www.modef.com.tr/en/
To learn more about the show’s
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CENTO
IMPERIA
TERNI
CAMAIO
UDINE
BERGAMO
MARSALA
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42 | Events
PREVIEW
BELGRADE’S INTERNATIONAL MARKET GETS A BOOST This November sees one of South-east Europe’s key furniture events return to Serbia. The 56th Belgrade Furniture Fair – taking place at Belgrade Fair from 6-11th November – promises to encompass design, manufacturing and distribution, and this year will benefit from a greater number of global brands, exhibitor awards and an engaging seminar programme.
B
elgrade Furniture Fair attracts exhibitors both regional – from Serbia, Slovenia,
Croatia, and Bosnia and Herzegovina – and international, drawing on US, Austrian, German, Italian, Polish and Turkish manufacturers, to deliver an event which is becoming more international with every passing year. The 2017 fair saw the debut of world-renowned exhibitors including Vitra, Elica, Mattiazzi, LaCividina, Forestier, Petite Friture, Mobles 114 and Emko, and this edition – which comprises the 56th International Fair of Furniture, Equipment and Interior Decoration, as well as the 56th International Fair of Woodworking Machines, Tools and Production Materials – promises to take a step
with designers and architects, while
backdrop of a manufacturing base
forward in every area, from design
an international jury will grant the
rife with competitive advantages.
quality to communication.
Golden Key awards to the most
Serbia’s highly-skilled workforce has
successful exhibitors at the end of the
a strong tradition of woodworking,
event.
furnituremaking and exporting, and
Bolstered by an improved hosted buyers programme, the show will present a diverse mix of discussions
The exhibition is set against a
labour rates are among the lowest in Europe. Raw materials are certainly not in short supply – the country boasts some 2.5 million hectares of forests, with beech, oak and other hardwoods and softwoods in good number (some FSC-certified). Meanwhile, local manufacturers are able to produce particleboard, polyurethane foam and other important raw materials. Within 2000km of most major European markets and Moscow, and with a currency linked to the euro, meaning greater price stability, Serbia also enjoys free trade agreements with most major economies, which help make it an attractive prospect for those seeking new import opportunities.
www.sajamnamestaja.rs
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44 | Resources
Predicting future trends is a notoriously tricky business. But, as former Government technology ambassador (and selfconfessed digital existentialist) Simon Moores told the NBF Spring Forum earlier this year, one thing is certain – we live in an age of possibilities. Bed industry specialist Jan Turner reports …
Predictive text Back in 1993, comms giant AT&T eerily hit the mark when it produced a futuregazing video that identified a world in which talking computers would answer our questions, we’d control home heating and
“It’s all about eliminating friction by taking out the middle layer – the layer between you and your customers”
lighting from a remote control, bills would be paid electronically and our lives would
Change, says Simon, was once much more
mobile CPU, ubiquitous networking, mobile
be transformed by smartphones and smart
incremental: “But those days have gone
payments and Paypal – all simultaneously
watches.
and everything is going to be managed by
became good enough for a mass audience.
Back then, it seemed to be the stu� of pure science fiction – today its science fact.
algorithms and characterised by artificial
“Indium - the magic dust - further
intelligence (AI), data and machine learning.
added to the mix, giving us the touchscreen
What we’re seeing and what is emerging is
technology which ensured the iPhone
just as spectacularly wrong. Approached
the redistribution of intelligence from the
became a disruptive new arrival and
in 1995 with an opportunity to get in on
centre (the cloud or network hub/server) to
e�ectively finished o� the previous market
the ground floor of a new, free internet
the edge of network, going direct to devices
leaders Nokia and Blackberry. In short, the
service (back then there was a monthly
(such as Alexa and direct delivery services).
critical mass of technological building blocks
Two years later, Richard Branson got it
fee), he declined, with the sage assurance
“Thanks to super-fast telecoms and the
got good enough, and the world lurched
that “Virgin would never go into internet
certain arrival of 5G, more processes are
forward. When a critical mass arrives, then
business - I see no future in it.” You can just
moving direct to devices which will know
the whole mass can sprint forward.
never tell.
and understand what people want.
As Simon Moores, now MD of
“Increasingly, this is about not
“Apps have added a further dimension, and innovation is now not just about ideas,
Zenintelligence (Research), points out:
necessarily owning things. For millennials
but about solving problems. Businesses have
“None of us knows what the future looks
in particular, it’s about being experiential
become information-processing systems
like as there are so many complex and fast
- people don’t want things, they want
reliant on tools, analytics and data, and
changes. It is hard to predict even five years
experiences. They may prefer to rent than
the arrival of the platforms they are based
from now, with inventions and technologies
buy, but it’s all about lifestyle, choice and
on is now changing economies and many
coming along at an unprecedented rate – so
ease of use. And ease of use means accessing
companies are shrinking around their core
the impact on our personal futures is hard
and acquiring what people need through
competencies.
to see.”
their mobile phones. “The bottom line is that companies and businesses which are not easily accessible
predict the future is changing. We are now
through mobile phones will miss out.
using massive numbers of people - maybe
Indeed, in the next five years, it will be the
a million data points - with predictive
nations and businesses with the fastest
analytics showing more accurately the
servers, greatest processing power and most
way humans behave. It means we can be
data that will drive growth in the world.
more specific about target audiences for
“We live in an era of possibilities. Just
adverts - maybe based on Facebook profiles
think of how life has changed thanks to all
- allowing leading-edge companies to get a
the technologies around us. We can now
much clearer picture about how things are
be friends with up to two billion people
working.
around the globe on Facebook if we want
FN354_Pages.indd 44
“Just look at the e�ect of Amazon on
to. Technology is changing at an incredible
the high street. It originally started out
pace. The latest Mac Pro has, in just one
just selling books online, but today it sells
device, more memory than all the Apple II
pretty much most of our everyday, non-food
computers ever made in the past.
requirements, and its founder Je� Bezos
“When it came along in 2007, it was
Simon Moores
“Businesses are going through a period of disruption, and the way in which we
is the richest man in the world. 50% of
thought that the first iPhone would have
Americans have Amazon Prime, which is
no significant market share. But it quickly
now capable of anticipating what you want
humbled all predecessors - WAP phones,
and sending it to you every month. It knows
Blackberries, Nokias, etc. What happened
what you want and makes it easier for you to
was that a variety of previous enabling
just send back what you don’t want, which
technologies - the cloud, social media,
is quite worrying for retailers.
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46 | Resources
“Delivery expectations are also moving
“Google and other companies are
“AI will run behind everything with
from next-day to same-day. It’s all about
expanding their AI teams at a massive
cheap, reliable, industrial-grade smartness.
eliminating friction by taking out the middle
rate, but the problem is that the number
Machines are now learning to learn, and
layer – the layer between you and your
of people with the skills to develop it are
improving algorithmic approaches to many
customers.
few, and more expensive than American
problems will mean machines routinely
quarterbacks to hire.
outperforming humans. Success will lie in
“Back in the 20th century, giant monopolies were created - IBM, Ford Motor
“The emergence of AI also coincides with
recognising that human beings are good
Co, GM, etc - through economies of scale,
co-rises in synthetic biology robots, virtual
at pattern recognition and machines at
an advantage which made it di�cult for
machinery, powerful processors, 3D printing
developing solutions. By bringing them
competitors to follow.
and so on.
together in business we can e�ect a
Today, the world’s largest companies -
“These converging technologies will see
transformation. “The pace of change means things are
Apple, Google, etc - run platform business
2018 as the year of machine learning and AI,
models and leverage the opportunity of
with some very interesting things about to
starting to happen very quickly indeed now.
connective devices. The digital environment
happen.
Once we had 10, 20 or even 50 years to adapt
can be fast, instant and with a near-zero
“The next 20 years will show which
to the technology of change, but now it is
cost of access - and the results can be
companies can jump from the digital world
more like 18 months to two years (if you’re
transformative. Look at the way in which
of the internet to AI. The business plans of
lucky).
Uber has been disrupting taxi businesses
the next 10,000 start-ups are fairly easy
around the world.
to predict – take X and add AI. We take
of transformative change with so much
“The message is that we are in a period
electricity for granted, but when it was
happening under the waterline that
industrial revolution. It will have a more
first invented it became an enabler, and
businesses need someone to understand how
profound e�ect on the human race than
that’s where AI is going. Using it will be as
that is going to come together and impact
electricity or fire.
commonplace as electricity.
business, and be open to new ideas.”
“Now AI is set to bring about a second
THE AUTHOR Jan Turner is an industry PR veteran and a correspondent for the National Bed Federation (NBF).
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48 | Resources
Good marketing takes time and planning – but when advertising furniture, how do you promote your business, specifically? If you run a furniture business, you have plenty of competition to contend with, which means your marketing campaign must be exact and effective to push you ahead of your competitors and deliver the best RoI – writes Gary Peeling, who suggests the pitfalls to avoid when planning your next marketing strategy …
Six furniture marketing pitfalls to avoid 1. Missing the boat on merchandise When people come into your furniture store or order online from you, will they remember your brand afterwards to ensure a repeat purchase? Did you know that, according to a survey carried out by promotional products association PPAI, 80% of people can recall a brand after receiving a promotional product? If you don’t offer branded pens and notepads in your store, or a branded product that you can deliver alongside your customers’ furniture order, you might be
“As there are many dedicated furniture shops, as well as large department stores that sell furniture items, you need to target people as directly as possible”
promote your furniture brand. According to research carried out by Benchmarketing, placing ads in newspapers can triple your brand’s ROI, while a survey by MarketingSherpa discovered that just over 80% of internet users trust print ads the most when making a purchase decision. High-quality furniture is a luxury item that people spend time considering before purchasing. When creating your print ads, show how your products can create the perfect ambiance in a home by using engaging and positive language — adjectives like elegant,
missing a trick.
sophisticated, contemporary and rustic may
But first, test this out to see if it’s worth
help.
the investment. Order a batch of branded
network of people — such as people who
products and make a note of the date you
live near your store, but who may not have
start handing them out to customers. After a
heard of your brand yet. As there are many
other item of furniture can enhance their
certain period (try six months), check your
dedicated furniture shops, as well as large
living environment or make their lives easier
revenue and repeat sales to see if this tactic
department stores that sell furniture items,
and more efficient. For example, a modern
has made a positive difference and is worth
you need to target people as directly as
glass and chrome dining table can help
further investment.
possible – door-to-door marketing can
a kitchen look more up-to-date without
help.
needing to redecorate – while a sideboard
Tell people how each table, chair, and any
with multiple compartments, drawers and
2. Not networking real estate agents If you aren’t networking with estate agents
4. Sending out boring advertisements
cabinets can help keep things in an easy-to-
to help promote your furniture business, you
Brochures, pull-up banners and other forms
find place, as well as ensure that clutter is
should be. A poll taken by Exposure Property
of print advertising are excellent ways to
out of sight.
Marketing discovered that photographers in the business of selling property believe that furniture makes a great difference in how easy it is to sell a home. To help boost your brand, liaise with estate agents and companies to see if you can come to an agreement on offering pieces of your furniture to help make their empty properties look more inviting. This should, in turn, help advertise your products and could develop into a long-term arrangement. 3. Ignoring the benefits of door-to-door marketing The Direct Marketing Association (DMA) conducted extensive research into leaflet distribution and its effects on its audience. It discovered that almost 90% of people recalled getting door-drop mail — which was more than any other marketing channel. Adopt this marketing technique, and you can advertise your brand to a specific
FN354_Pages.indd 48
24/08/2018 15:49
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24/08/2018 23/08/2018 15:49 09:03
50 | Resources
5. Using low-quality digital imagery
Whether in print or on your social media
media daily, according to digital strategy
What about when you’re advertising online?
pages, high-resolution images that show
and design firm Sumo Heavy Industries.
Although print is highly effective, there is,
the best of your products will work the best
This is a lot of people who may be put off
of course, scope to promote your brand via
to create sales.
buying from you if they see a negative review. As Jay Baers, social media and
the internet. 6. Not responding to queries and
customer services expert, claims: “A lack
to advertising furniture. According to a
complaints on social media
of response says, ‘We don’t care about you
study by digital agency Bright North, poor
A bad review is always difficult to deal with
very much’.”
resolutions lower the chance of a customer
– but in 2018, platforms like Facebook and
opting for your brand over others, so you
Twitter can make negative feedback more
trained in customer service in charge of your
must ensure you go for quality.
detrimental, which will make promoting
social media channels.
Images are very important when it comes
Imagery in advertising is hugely important in marketing today. A report
It’s a good idea to put someone who is
Taking this action will increase the
your furniture brand tougher. Social media is a great way to advertise
chance that any issues are resolved swiftly
by Social Media Examiner discovered that
your furniture for free, but it’s also an
and positively, helping your brand maintain
almost three quarters of social media
excellent way to engage with customers and
its good name.
marketers employ visual assets when
potential customers.
promoting. Not everyone consumes all
If you receive a complaint online, you
In the furniture industry, creating the
their advertising via billboards and print
must answer it as quickly as possible – the
right marketing campaign and avoiding
magazines in 2018 – are you on board with
longer it’s there, the more annoyed the
common mistakes can take your brand to
the trend to ensure your furniture business
person will be and the greater the chance
the next level.
is capturing the audience that spends time
that it’ll be shared.
Avoid the above pitfalls and make 2018 a
Remember that 72% of people use social
online?
success.
THE AUTHOR Gary Peeling is the CEO of award-winning London- and Sunderland-based commercial print specialist, Where The Trade Buys, which utilises the latest technology and software to produce low-cost volume print jobs, effectively and quickly. www.wherethetradebuys.co.uk
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52 | Resources
The importance of making a good first impression has never been more vital than in the social media-facing society in which furniture retailers now operate, says Mark Williamson. There’s nowhere to hide from bad customer reviews, and so much to gain from glowing testimonials – so retailers really should reassess their approaches to services such as on-hold marketing …
Making the right customer service call Interior decor has never been more on trend.
deliver on time, answer product queries and
Are you sitting comfortably?
You can barely switch on the TV without
provide them with exceptional aftersales
Putting callers on hold doesn’t need to be a
tuning into a home makeover show or
service.
negative encounter. Instead, it represents a
renovation series. Newsagent shelves are
If a customer is answered by an impolite
unique opportunity to provide informative
or uninformed employee, or if a call is
dialogue that keeps callers engaged – tell
left unanswered or put on hold for an
them about seasonal o�ers, finance deals
for furniture retailers to jump on the
unacceptable length of time, you could
such as interest-free credit periods and
bandwagon and help people fall back in love
create a negative perception – no matter
payment plans, or new ranges added to your
with their homes – and grow their business.
how stylish or well-crafted your furniture
portfolio.
packed with house and garden titles. This trend represents a huge opportunity
The furniture sector has always
may be. The damage is done, and your
Give customers added reassurance that
understood that quality, well-designed
reputation is marred after just one phone
they are dealing with a reputable company
products and exceptional customer service
call.
by reinforcing your award accreditations or
are integral to business success. But the
In fact, a survey carried out for PHMG by
biographies about designers and how you source your materials and fabrics.
more savvy business owners also recognise
TNS Kantar revealed that almost three-
that the customer experience, from the first
quarters (73%) of Brits won’t do repeat
product enquiry through to delivery and
business with a company if their initial call
of products to use for maintenance (for
aftersales service, is all part of the process
isn’t handled to their satisfaction.
example, leather polishers) or tips on how
Give general advice about what kind
to best care for outdoor furniture during the
in making sure your customers leave happy, return and recommend you to their friends
You never get a second chance to make a
and family.
first impression
winter. The promotional opportunities of on-hold
Put yourself in your customer’s shoes. How
marketing are endless, providing brand-
Make your customers feel at home
frustrated do you feel when greeted by
congruent and timely messages which
Just because you’re not available to pick up
monotonous beeps, repetitive ‘please hold’
perfectly represent your business.
24/7, it doesn’t mean your telephone can’t
messages or even silence?
still do a job in making customers feel at
The same survey revealed that 38% of
Home is where your story begins
firms still leave customers listening to
On-hold marketing can transform previous
nothing but generic music, while a further
‘dead air’ into a highly-targeted interaction.
first interaction with potential customers,
29% leave callers in silence and 28% subject
Unlike other costly advertising which often
and should be treated as instrumental in
them to beeps.
falls on deaf ears or goes unseen, on-
home with your brand. The telephone is often your company’s
ensuring they buy their next sofa or dining table from you – not your competitors. An Englishman’s home is his castle. And
Almost 30 seconds is enough time to
hold messages allow you to engage with
make callers hang up, wondering which
customers – encouraging them to bring
retailer to call next.
your furnishings into their homes.
he wants the best quality and most stylish
It has even been shown to reduce caller
furnishings to adorn it. Furnishings are a
hang-ups by 79%, while also decreasing the
considered, and very personal, purchase, and people invest a lot of time researching interior decor trends – and undoubtedly refer to online forums to get insights into who are the best companies to buy from, and who to avoid. As such, customers will only buy from you if you can give inspiring design advice,
“Almost 30 seconds is enough time to make callers hang up, wondering which retailer to call next”
perceived waiting time. Your customer will feel reassured that they are dealing with a reputable company. And you will have another happy customer who can subsequently recommend you to their friends when they show o� your furnishings during their next dinner party or Instagram post.
THE AUTHOR Mark Williamson is the sales and marketing director at audio branding specialist PHMG, which blends creative copy, voice artistry and brand-matched music to transform caller experience. www.homepage.phmg.com
FN354_Pages.indd 52
24/08/2018 16:46
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FN354_Pages.indd ClarionJFS.indd 1 53
24/08/2018 23/08/2018 15:49 09:18
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24/08/2018 15:49
56 | Profile
Riaz Ahmed, Sweet Dreams’ founder and MD
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24/08/2018 15:50
Profile | 57
Legacies (are made of this) From a small bed factory on Burnley’s New Hall Street to a manufacturing enterprise turning over £21m, Sweet Dreams has come a long way in the last 30 years. In a story of evolution, investment and family values across three decades, Paul Farley celebrates the humble bed brand’s anniversary … “Their knowledge and experience of the bed industry is second to none. They’re also very flexible and reliable, which is a real strength in our trading partnership.” That’s a quote from Jo-Anne Fortune, bed buyer at Shop Direct, a 10-year business partner of Sweet Dreams and just one of a stockist roster featuring the likes of Next, DFS, Bensons and Dunelm, plus over 900 independent accounts, including 65 AIS members. British manufacture, fast lead times and solid construction combine to make Sweet Dreams a tempting value proposition for any retailer looking for strong lines, reliable service and good margins.
Three generations of the Ahmed family, from left – Imran, Adnan, Riaz, Majid and Jamal
And although the company’s bread and butter is its expansive bed offer – which comprises eight divan collections (over 70 models) plus adjustable, children’s and contract beds, bed frames and sofabeds – it also supplies an extensive range of cabinet furniture and upholstery. And, aside from its exclusive online range, Eden, all of these products are available only to bricks-andmortar retailers. Joining the portfolio this month is the Anniversary collection – a range of four divans which offer a mix of traditional and pocket springs, microquilted panels, damask
Triumph Cashmere 2000, from the Anniversary collection
Gordon Birtwistle MP opens Sweet Dreams’ Primrose Mill extension in 2013
,and several colour and filling choices. company is able to promise rapid fulfilment.
land adjoining its Primrose Mill building in
decades of expertise in keenly priced luxury
Its made-to-order lines can be deployed in
2011, to which it added a £3m extension to
sleep products, and will be launched at the
10 working days, and stocked items in just
increase its production and storage capacity,
NBF Bed Show this month. To mark the
3-5, while a DHD option is also available.
and introduce a showroom, in 2013.
The collection is the pinnacle of three
occasion, Sweet Dreams will even be giving
Despite two major fires hindering
Re-investment is a recurring theme at
selected models away to stockists in a
progress, and the rise and fall of its sister
Sweet Dreams. In its last financial year
monthly prize draw.
brand, Comfort Zone Sofas, the company
alone, investment in premises, machinery
has steadily expanded and refined its
and vehicles amounted to more than
manufactures the bulk of its products in
manufacturing footprint in Burnley over
£875,000, proving that the company is
its Burnley factories. During peak periods,
the years to become one of the area’s most
certainly here for the long term – as its key
these facilities turn out some 3000 divans,
valued employers.
personnel can attest.
A proudly British business, Sweet Dreams
4000 mattresses and 1500 headboards each week, and this prodigious output means the
Perhaps the most notable development in the company’s history was the purchase of
Sweet Dreams is a family business at heart. Founder and MD Riaz Ahmed (see boxout), an unassuming yet ambitious entrepreneur, oversees an operation that
“The company has steadily expanded and refined its manufacturing footprint in Burnley over the years to become one of the area’s most valued employers”
FN354_Pages.indd 57
now employs three generations of family members – Riaz himself, his three sons Majid (manufacturing director), Adnan (operations director) and Imran (accounts manager), and grandson Jamal, who has embarked on a two-year training
24/08/2018 15:50
58 | Profile
VIEW FROM THE TOP
programme at the company.
“The last 30 years have flown by! It
confer benefits through their fillings and
Dreams at the age of 16, says: “I was
doesn’t seem that long since I was starting
covers.
the first of the siblings to come into the
out manufacturing headboards in Nelson,
business, and this is my 26th year (I feel
and then opening a factory in Burnley to
to see, though, has been the industry’s
really old when I say that!). I’ve done more
make divans,” says MD Riaz Ahmed.
determination to make beds safe and
Majid, who started working at Sweet
“The change I’ve been most pleased
healthy for consumers, and to create
or less every job going – from loading and
“We’ve progressed a lot since those
unloading and machine operating to work
days, and overall it’s been a very happy
a level playing field for responsible
in all office areas. And it’s great that my son
and rewarding journey.
manufacturers. A lot of thanks have to
Jamal has come on board – we are following
“The people I’ve met and worked with
go to the NBF for this. They’ve helped
along the way – customers and suppliers
tremendously with marketing too, and
as well as agents and especially our staff –
with training sales staff in recent years,
manager Jackie McGarvey, joined Sweet
have contributed to this, and it’s a source
but in my view the most important
Dreams in 1993, after working in sales
of great pleasure to me that Sweet Dreams
industry innovation has been the NBF
for Repose Bedding and Elite Bedding.
now provides employment for hundreds of
audit and associated accreditation. I’m
Over the years, Jackie’s commercial nous,
local people.
very proud that Sweet Dreams was one of
a similar route.” Perhaps its best-known staffer, general
determination and warmth have won her
“Of course, it’s also very gratifying
respect from the company’s staff and the
having seen members of my family join the company and contribute to its success.
TIMELINE 1988 – Sweet Dreams founded, starts manufacturing headboards in Nelson,
the first to get behind this initiative. “I’d like to take this opportunity to say a sincere thank you to all who’ve helped
“I’ve seen a lot of changes in the
make Sweet Dreams what it is today, and
industry, too – not least, the fashions,
to let you know how much I look forward
and how people are opting for bigger beds,
to working alongside you in the coming
beds with more storage, and beds that
years.”
Lancashire, before later moving to a bed factory on New Hall Street, Burnley
passed away in 2014. Stephen described
1998 – Turnover reaches £5.4m, 96
his time with Sweet Dreams as “the most
employed across 50,000ft2
enjoyable part” of his career.
2005 – Sister company Comfort Zone
stockists a product line that encapsulates
Today, Sweet Dreams strives to bring its
Sofas launched, with a focus on leather
the extensive expertise and passion behind
upholstery. Fire destroys one of Sweet
the business. A notable success in recent
Dreams’ warehouses, plus several million
years is its Well Being collection, which
pounds’-worth of stock, diverting
was designed to meet today’s demand
investment required for the new brand
for health-promoting, lifestyle-oriented models, and has proved a real winner for the
2007 – Investment in warehousing
company. Take the Aloe Soothe 2000 model,
totalling £2m 2008 – Turnover reaches £17.3m, 222 employed across 150,000ft
2
Sweet Dreams’ general manager, Jackie McGarvey
for example – launched in September 2017, this model alone has generated an impressive £206,000 in sales to June this year.
2011 – Land adjoining Primrose Mill purchased. Living and dining room furniture launched 2013 – Major extension to Primrose Mill facility completed. Joined AIS buying group 2014 – Second iteration of Comfort Zone Sofas launched
industry in general. “When I first joined, Majid had just left
Having supplied everything from cane sofabeds to fabric upholstery over the years,
school and started work at his father’s
there are few product areas Sweet Dreams
company,” says Jackie. “The other children
hasn’t been brave enough to tackle, and the
would come in through the summer
vast majority of its launches have gone on to
holidays, and it has been a pleasure to see
become prominent lines across the nation’s
them grow into the people they are today.
retailers.
Riaz and his sons have always made me feel part of the family.” As well as her wider team, Jackie is
There’s no sign of the company’s ambition slowing, either – Sweet Dreams’ stockists have come to expect a steady
2015 – Scholefield Mill (165,000ft2)
ably supported by sales manager Nick
flow of new designs, backed up by credible
purchased
Williams, who came on board in 2013, and
quality guarantees and good levels of
has helped generate considerable growth
service.
2016 – Marsden Mill (70,000ft2) purchased. Comfort Zone Sofas is dissolved 2018 – Celebrates three decades of business growth. Turnover reaches £21m, 300 employed across 400,000ft2
FN354_Pages.indd 58
since. “It’s always a team enterprise,” he
Given its unstoppable evolution and
says, “and having the best people and the
family-led DNA, that the company has
right products have enabled us to grow
achieved such impressive growth over the
significantly over these last few years.”
last three decades is no surprise – most
No list of Sweet Dreams’ dramatis
would bet on there being at least three
personae would be complete without
decades more in Burnley’s beloved bed
Stephen Boyd, the company’s highly capable
expert.
general manager from 1995-2004, who
www.sweetdreamsuk.com
24/08/2018 16:46
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24/08/2018 14:37 15:50 20/08/2018
60 | Profile
Activ Gel Pocket 2800
Sleep well, be well – introducing Activsleep Leading global bed brand Sealy UK recently launched its Activsleep collection. Available in 11 designs, this new range is currently in selected retailers across the country, and is aimed at promoting healthy living through healthy sleep.
Innovative combinations of sleep technology have been used across Sealy UK’s Activsleep collection to ensure a cool and supportive sleep environment. The collection features Purotex microcapsules which release friendly bacteria into the fabric of the mattresses to clean up allergens, reduce humidity and create a pleasant sleeping environment. Simultaneously, Adaptive technology uses the body’s energy to regulate temperature. The range includes several key products. First is the Activ Gel Pocket 2800, which is ideal for those who struggle to get a good night’s sleep, as it features Geltex, a combination of elastic gel and air-permeable foam designed for maximum comfort. Geltex offers pressure relief, body support and breathability. Combining 1400 pocket springs
FN354_Pages.indd 60
Activ Pocket Memory 1000
24/08/2018 15:50
Profile | 61
with 1400 mini pockets, the superior spring unit promotes a supportive and revitalising sleep. Next is the Activ Pocket Memory 2400, a pocket-sprung mattress, created with memory foam for greater comfort. Key ingredients include Sealy’s Smart Fibres, which help prevent overheating and create a cool, dry sleeping environment. Temperature- and moisture-responsive, Adaptive technology keeps the sleeper cool and dry, whilst Purotex releases probiotics into the fabric, preventing the proliferation of any bugs. There is also the Activ Ortho Extra Firm, a mattress designed to minimise partner disturbance through the use of Sealy’s PostureTech Zero Deflection
Geltex Pocket 1400
(ZD) system, which combats weight and movement in order to avoid disruption. To mark the launch of this unique
Odudu, top yoga blogger Steffy White, and
range caters directly to those who want to
collection, Sealy teamed up with some of the
conditioning expert and Instagram star, Phil
wake up restored, ready to seize the day –
best-known wellness and health influencers
Learney – and there are many more on the
whether they’re working, enjoying time with
in the country in order to better understand
horizon.
friends, exercising or simply reflecting.
the link between good sleep and a healthy, happy lifestyle. Telling their individual stories through
Neil Robinson, sales and marketing
“We also recognise that an active lifestyle
director at Sealy, says: “More than ever,
can mean different things for different
people are quite rightly viewing sleep as a
people, which is why the collection is varied
Sealy’s new World of Wellness online portal
crucial factor when it comes to their overall
in design.”
are TV personality and wellbeing expert, AJ
health and wellbeing. This exciting new
www.sealy.co.uk
Activsleep Pocket Memory 2400
FN354_Pages.indd 61
24/08/2018 15:51
62 | Profile
S
B F
Growing from strength to strength Steens for Kids was launched worldwide in 2009, and has since gone on to be a resounding success for the supplier, featuring consistently at the top of its sales figures … With its unique feature – Steens for Kids
retail partners. This ability to offer ex-
launch internationally at the fair. All areas
offers the ability to take a starter bed and
stock collections, or to design, develop and
of domestic furniture – bedroom, living
convert it into toddler, child and teen beds,
produce lines from first concept, is one of
and dining – will be covered, with new,
and back again – Steens for Kids has proved
the business’ real strengths.
globally-inspired designs.
popular with families and a commercial success for Steens’ retail partners.
Consider also that there are no
Also included will be stylish and
middlemen, and everything is manufactured
commercial new children’s bedroom
within the Denmark factory – other
furniture, ensuring continued success in this
it was named Best Children’s Furniture
factories’ products are never supplied as
key area of the business – an area Steens
Manufacturer 2018 by Interiors Monthly
Steens products.
The range’s ongoing success is such that
magazine this summer. Steens Group UK MD Alan Cozens commented: “This is fantastic
With imm cologne not far away, Steens is now busy developing new ranges to
intends to grow significantly.
T 01489 778890 www.steensgroup.com
recognition for the skills and expertise of all involved at Steens. Of course, it starts with a great commercial product, but it takes so much to arrive in the position we find
Steens for Kids highsleeper
ourselves – from the design studio to the master craftsmen in the development team, the production teams and sales teams, each working together to deliver consistently great product and service. “Backing this up is our commitment to ensure all our products comply with the relevant safety standards and our materials are ethically sourced. It’s a great combination that’s a proven hit with our retail partners.”
O
Steens for Kids is not the only children’s furniture produced at the company’s factory
E
in Denmark – many lines are developed
w
specifically as own-label product for Steens’
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NM794
STEENS GROUP
BEST CHILDREN’S FURNITURE MANUFACTURER 2018
We are ecstatic to receive this award for our dynamic Steens for Kids range a range that can grow with a child from Tots to Teens. • The perfect pick and mix bedroom collection • Premium Danish quality • 5 colour versions • Produced in Denmark
ORDER HOTLINE / 01489 778890 EMAIL / sales@steens.dk www / www.steensgroup.com
FN354_Pages.indd 63 September.indd 1 NM7946_1pp FN Advert
24/08/2018 13/08/2018 15:51 09:42
64 | Profile
Assessing a bunkbed’s safety
Trade turns to SATRA in testing times SATRA celebrates its centenary next year. Founded in 1919 as a specialist footwear research association, the test centre has grown to become a UK authority on shoes and personal protective equipment (PPE). Yet it is also equipped to handle more general products, and furniture and floorcoverings are a significant part of its business. Paul Farley visited SATRA’s cutting-edge facility in Kettering this summer to find out more …
Rising consumer expectation means product quality has never been so important. With sizeable risks associated with product failure (I’ve heard my share of horror stories), it’s no surprise that companies are increasingly turning to reputable test centres for help. Operating from a sizeable HQ in Kettering which incorporates half a dozen dedicated laboratories, covering everything from flammability testing to chemical assessment – plus a satellite facility in Dongguan, China – SATRA’s services are in high demand. Last year, the company’s testing arm
“With sizeable risks associated with product failure, it’s no surprise that companies are increasingly turning to reputable test centres for help”
hiss of hydraulics as we begin our tour by entering the structural testing laboratory, where various chairs, sofas, tables, cabinets and mattresses are being squeezed, pushed and pulled in different directions. These load tests – be they of the fatigue, static, or shock variety – are all applied by machinery of SATRA’s own making, and delivered in line with the appropriate domestic or commercial standards to ensure their strength and durability. “Most customers are putting longer guarantees on their products,” says Geoff Bindley, head of SATRA’s Furniture and
turned in a record performance, prompting it to make ongoing investments in
doubled, while chair testing has also been
Floorcoverings department, as he points
technology and staff – such as the addition
extremely busy,” says the department’s
to several of the tireless contraptions, “so
of a new universal fatigue testing machine,
head, Geoff Bindley, when he greets me in
demand is growing for our services. Some
which has doubled the capacity of its
the company’s well-appointed reception
80-90% of our furniture testing equipment
furniture and floorcoverings department,
area. “This is a very exciting time in
is in use at any one time, and many of these
and the more recent appointment of senior
furniture and floorcoverings testing and
machines run 24/7 – across an assessment
team leader Johnny Worthington.
certification at SATRA, as there is potential
period of 14 weeks, they may do anything up
in the whole market.”
to half a million cycles.”
“So far this year, table and bed testing work has tripled, and cabinet testing has
FN354_Pages.indd 64
The reception gives way to the steady
The tests simulate real-life scenarios,
24/08/2018 15:51
Profile | 65
from general wear and tear to sudden impact – for example, aside from being sat upon, a dining chair may be dragged, pushed from side to side, leaned or stood upon – and if a supplier or retailer wishes to comply with the standards and minimise any risk of returns, their product should be able to take the abuse. SATRA’s various laboratories are accredited by UKAS, and work to ISO 17025, so have been entrusted by major players across various industries (client confidentiality precludes SATRA from naming names) to deliver reliable, independent product validation – and these clients are increasingly seeking SATRA’s own seal of approval, through its Diamond Product Certification Programme. Yet this area is just the start of the tour. A key strength of SATRA is its expertise across numerous – often complementary – parts of the industry, as I begin to discover upon entering the flammability testing lab. Large enough to test even a fullsized mattress, the facility can execute the pricy – yet invaluable – processes necessary to ensure compliance with the current Furniture and Furnishings (Fire Safety) Regulations, and I’m treated to a demonstration of how quickly foam burns when free from the fire-retardant chemicals demanded by UK law. “Although there’s not necessarily any
SATRA is equipped to test the foam durability of children’s and adult mattresses
Repeated pressure is applied to chair backs and seats
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66 | Profile
“Many of the test mechanisms developed for other sectors during SATRA’s long history can, and have been, applied to furniture” and interested parties can get a taste of these by attending one of the company’s many seminars. Flammability seminars, for example, take place throughout the year – the next are on 11th October and 6th December – while a Furniture Safety seminar, which provides information on the concepts of general product safety, Fire Safety Regulations and an introduction into the REACH legislations
Applying one of many mattress flammability tests
on restricted substances, will be held at SATRA’s headquarters on 8th November. “Some test houses will only deal with
direct correlation, we did experience an
roof, potentially making SATRA a one-stop-
you if you know exactly what you want,”
uplift in demand for fire testing in the
shop for every furniture testing need – and
says Andrew, as I depart. “At SATRA, we
wake of the Grenfell Tower disaster,” says
there’s even a new building opening nearby
employ people who can provide advice
technologist, Andrew Munn.
which will house the engineering equipment
on the relevant standards, whatever your
SATRA uses to manufacture and maintain its
requirement – and we can tailor our services
own machinery.
to meet specific demands, making the
We move on through rooms in which finishing tests are carried out to assess the damage of impact, heat, and stains on
At the heart of SATRA’s offer is a
service fit around you, rather than the other
veneers and foils, to SATRA’s expansive
comprehensive training and consultancy
way around.”
footwear department, where it becomes
service, designed to help the industry
T 01536 410000
clear that many of the test mechanisms
perform at the highest possible standards,
www.satra.com/furniture
developed for other sectors during SATRA’s long history can, and have been, applied to furniture. Customers seeking upholstery testing and certification invariably discover that this department’s fabric and leather nous is invaluable in assessing a cover’s flexibility, resistance to abrasion and colourfast properties – the latter being of particular importance, given the potential for litigation which can arise from clothing stains. Next up is the chemical laboratory, which takes testing down to a molecular level. Since the introduction of the REACH EU regulation in 2006, this department has experienced huge growth in demand – and, again, there’s relevance to the furniture sector, with testing taking place to guarantee the safety of finishes on nursery furniture, and, elsewhere, analysing leathers for the presence of chromium-6, an unwelcome by-product of the tanning
S w a
process, which can irritate the skin in large enough concentrations. All these diverse capabilities, delivered by some 200 employees, are housed under one
FN354_Pages.indd 66
Paul Farley is introduced to the upholstery testing machines by head of department, Geoff Bindley
24/08/2018 15:51
Highgat
It can only be‌
Shown here in a 4ft6 Pocket Zero mattress, with a Ren style base in Memphis camel, and Stratford Floorstanding headboard
T E
+ 44 (0) 1924 454 678
info@highgatebeds.com
www.highgatebeds.com FN354_Pages.indd HighgateAug18.indd 67 1
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68 | Profile
Seasonal selection broadens stylish offer With the autumn shows fast approaching, Gallery Direct has been busy developing new products for Autumn Fair, the Bed Show and the Autumn Furniture Show … Autumn Fair (stands 2C05/B04) will see
Autumn Furniture Show (hall 2) will see
experience to design and produce desirable
the launch of Gallery’s autumn/winter 2018
the new seasonal collection featured, along
yet affordable quality pieces.
collection, which features over 430 new
with a selection of furniture and beds from
products including occasional furniture,
current ranges.
mirrors, lighting, textiles and home decor.
The new collection has been developed
“Developing a new collection of this size takes a lot of hard work from the team, but is vital to keep our offer fresh and so stay
A selection of products from the current
to bring even more choice to Gallery’s
ahead of trends and the competition. We are
catalogue will also be on display.
already-extensive offering. The occasional
looking forward to the shows – it is great to
At the Bed Show, a new collection of
furniture comprises an eclectic selection,
get feedback from customers and to see the
Hudson Living sofa beds will be exhibited
all designed to add style and personality
industry’s response to our new products.”
alongside a range of divans, mattresses,
to rooms – from eye-catching cabinets to
T 01795 439159
headboards and bedsteads – while the
unusual coffee tables and elegant chairs, the
www.gallerydirect.co.uk
range offers something to suit all tastes and
Serrano armchair
interior styles. The new lighting range offers an array of pendant lights and table lamps, while the new selection of mirrors brings fresh new looks to the catalogue. Gallery’s rug collection, which was launched in January, has proved to be successful, and so is being extended to offer more choice – as is the supplier’s relaxed seating selection, with more pouffes and floor cushions being introduced. A new selection of home decor products including clocks, candles and other accessories completes the line-up. Mat Penney, product director, comments: “We are determined to continue leading the marketplace by developing new products, using the team’s expert knowledge and
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FN Aug
GET THE LOOK FOR A/W 2018 Visit us at Autumn Fair and The Autumn Furniture Show this year for the first look at our exclusive new collections for AW18.
AUTUMN FAIR NEC Birmingham 2 - 5 Sep 18 Hall 02 Stand 2C05 - B04
THE AUTUMN FURNITURE SHOW Stoneleigh Park Exhibition Centre 2 - 3 Oct 18 Hall 2
2- 5 SEP 2018 Hall 02 | Stand 2C05-B04
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www.gallerydirect.co.uk | T 01795 439159
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70 | Profile
Balance 2 in champagne and Falcone lime
Gliding onto the UK radar Russia’s Impex Furniture, which specialises in upholstered armchairs, rocking chairs, gliders and related products, has introduced its Glider armchair brand to the UK market …
According to Impex Furniture, rocking
components; reliable swing mechanisms;
chairs – and gliders in particular – are now
and a broad selection of colours and
considered a must-have piece of furniture in
textures.
many European households, thanks to their
Available quickly through sizeable stocks,
suitability for people needing to relax after
at competitive prices (and in demand all-
a long day’s work, or mothers trying to rock
year round), Impex Furniture’s offering
their babies to sleep, for example.
would suit any retailer looking to broaden
Adhering to a philosophy of comfort and
their offer and maximise returns from their
warmth, Impex Furniture strives to offer its
floorspace – anyone interested in being one
customers superior quality models, all made
of the first to bring this unique collection of
from high-quality materials, and backed up
innovative Glider armchairs, rocking chairs
by strong service capabilities.
and more to the UK market should contact
Its models, which have been
Impex Furniture directly or visit its website
manufactured by the company’s dedicated
to find out more.
teams for more than 10 years, benefit from:
T 0074 932 593111
natural wooden frames and high quality
www.glider-armchair.com
Glider armchairs are produced in Impex Furniture’s state-of-the-art manufacturing facilities
FN354_Pages.indd 70
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MebelIm
What is Glider? • A new technology of rocking chair with a reliable pendulum mechanism providing a new level of comfort • More exciting than an ordinary armchair, much cheaper than a recliner • From leading manufacturer of rocking chairs and gliders
T: +7 903 632 8934 www.glider-armchair.com MebelImpexWoodJuly18.indd 1 FN354_Pages.indd 71
18/06/2018 24/08/2018 16:05 15:51
Central Furniture Manufacturing Ltd For a Full Colour Brochure please call 0121 766 8110
Vogue Range Mussel & Gloss Noche Marino Mulliner Works, 154 Bordesley Green Road, Birmingham, B8 1BY Tel Fax Email Web
: : : :
0121 766 8110 0121 766 7450 info@centralfurnituremfg.co.uk www.centralfurnituremfg.co.uk
FN354_Pages.indd 72 Central Furniture Manufacturing/CFM Advert.indd 1
24/08/2018 27/07/2017 09:43 15:51
Central Furniture Manufacturing Ltd For a Full Colour Brochure please call 0121 766 8110
Vogue Range Mussel & Gloss Grey Mulliner Works, 154 Bordesley Green Road, Birmingham, B8 1BY Tel Fax Email Web
: : : :
0121 766 8110 0121 766 7450 info@centralfurnituremfg.co.uk www.centralfurnituremfg.co.uk
Newport Range Mussel
FN354_Pages.indd Central Furniture73 Manufacturing/CFM Advert 2.indd 1
Vogue Range
Nova Range
Walnut & Gloss Black
White
24/08/2018 27/07/2017 15:51 09:44
74 | Manchester Furniture Show Review
MANCHESTER SHOW TURNS SPORTING CHANCE INTO SUCCESS The three-day Manchester Furniture Show ended on 17th July, overcoming a slow trading backdrop and sporting fixture clashes to deliver a performance that impressed visitors and exhibitors alike …
New exhibitors and a positive vibe
the opportunity to see a large variety of
many impressed by the calibre of the
throughout helped lift this year’s summer
products from exclusive brands including
companies and products they saw – coupled
show, resulting in an overall attendance
Italia Living, Kesterport, Venjakob, Chelsom
with the relaxed atmosphere of the event
figure of just over 5000 - marginally down
and Sits.
and its city centre location.
on the last year’s attendance, reports
Many of the MidPoint exhibitors reported
Show director Cleere Scamell comments:
organiser Clarion Events Group, attributing
strong results from their first outing. Spink
“The addition of MidPoint, the enhanced
the drop to the concurrent World Cup Final,
& Edgar’s sales director, Tina Reilly, said:
visitor marketing activity and investment
the Men’s Wimbledon Final and the hot
“We weren’t sure what to expect, but are
in our hosted VIP scheme, all helped attract
weather.
thrilled with the buyers we’ve seen and the
a larger number of influential and high-
positive reaction to our sofas. The show has
spending buyers than ever before.
The addition of MidPoint and the higherend brands that came with it further raised
a lovely feel and we will definitely be back
the profile of this year’s show, and helped
next year.”
reinforce the show’s importance for buyers
In the Main Hall many exhibitors also
“It proved to be a good decision, as many of the buyers taking part were impressed by the quality of the exhibitors and the
seeking new upholstery, cabinet, beds,
reported their satisfaction with the event.
products on show, and many placed large
mattresses and accessories for autumn and
Steve Lamb, UK sales director for Vida
orders for that important autumn trading
Christmas, across the full breadth of market
Living, comments: “We’ve had our best-
period.”
sectors.
ever Manchester with great sales across a
Several exhibitors have requested more
broad spectrum of products. We’ve seen new
space at the 2019 event, and Clarion reports
in buyers from large retail and group
buyers – especially from Ireland and high-
that re-bookings for next year are already
stores who had not previously been part
end UK stores – and we couldn’t be more
high, at over 80%.
of Manchester Furniture Show’s VIP buyer
pleased. There is no hesitation in booking
The show returns to Manchester Central
programme, including representatives
our space – hopefully a larger space – for
on 14-16th July 2019. Read on to discover a
from CFC Interiors, Casey’s Furniture,
next year.”
sample of the new product launched at this
MidPoint proved successful in drawing
Home Designs, Julian Foye, Meubles and Cubbin & Bregazzi, which all welcomed
FN354_Pages.indd 74
The extended VIP hosted buyers scheme brought more buyers to the event, with
year’s edition …
www.manchesterfurnitureshow.com
24/08/2018 15:51
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76 | Manchester Furniture Show Review
WESTBRIDGE DEFINES ITS OWN DESTINY With so many distractions in play, this year’s Manchester Furniture Show was always destined to prove a difficult draw, says Westbridge Furniture’s sales director, Nichola Bell – yet, she explains, a combination of strong product and supportive customers meant the upholstery specialist enjoyed a successful show nonetheless …
Jude
“Manchester Furniture Show was always
travelled some distance from Scotland and
something that traditional fixed corners
going to be a tough gig this year,” says
Ireland to support the Manchester Furniture
in the market do not permit. A choice of
Nichola. “The ingredients for a poor trade
Show.
different seat interiors allows the customer
show – from the tough trading period
“More importantly, our new ranges were
to choose their comfort level, along with over 80 fabric choices.
and Brexit uncertainties behind it, to
very well received – and my earlier concerns
the competing football World Cup and
were completely unfounded, as we had a
Wimbledon finals, and, of course, the
very successful show, actually topping last
good-value family comfort. With great
glorious sunshine – were more than evident.
year’s performance.
proportions, comfort and style, this
“Yet, despite my concerns, we were
“The real winners from the show were
“Next was Harrison, which offers
very understandable shape provides an opportunity for volume sales.
excited to put another great stand together,
the Jude, Harrison and Lilly ranges. Jude is
and introduce three new upholstery designs
a brand new, fully modular corner group,
and a selection of new fabrics for our
offered in a beautifully soft-handled pastel
the Elements range is popular due to its
customers.
story.It offers great value, and, importantly,
perfect proportions, offering a slim arm and
the flexibility for customers to customise the
ample seating space. It features five sizes
sofas to their homes’ unique requirements,
of sofa, chaise, corner and sofabed options,
“It was a delight to see many of our loyal customers – especially those that had
“Then there is Lilly. The bestseller from
and is a popular choice for apartments, holiday homes and smaller spaces. “Manchester Furniture Show has proved to be a successful show for us, and it was great to see the MidPoint exhibitors there this year. “I would like to thank our customers for their continued support, and we promise to keep bringing you more exciting and commercial product to buy. A selection of excellent Westbridge product will next be available to view at autumn’s Long Point show, and the South West Furniture Show, both taking place this month.” Harrison
FN354_Pages.indd 76
www.westbridgefurniture.com
24/08/2018 15:52
Full pag
New Nova Dining Collection From Only £299.99
COLLECTION
COLLECTION
Launching Grey Manhattan Full Range at the Autumn Fair
2- 5 SEPTEMBER 2018 NEC BIRMINGHAM, B40 1NT, UK
Hall 02 Stand: 2L20,2L21-K20 For further information visit our showroom or contact us on: 01162875288 www.CIMChome.com
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78 | Manchester Furniture Show Review
THE ONLY WAY IS UP Bluebone reports that its introduction of new industrial and Kleo-branded ranges at the Manchester Furniture Show went down much better than expected, successfully lifting the Kleo brand further towards the high-end industrial market …
By combining dusty gold and copper accents with pure, raw boatwood and clean, dark
showing off a piece of boat. Bluebone continues to enjoy success from
With large food-sharing platters proving a popular complement, and a variety of
steel frames – paired with luxury side
its mid-century modern-styled range, Oslo.
industrial, modern and natural stools still
tables – Bluebone gave retailers on the
The company says that the timeless appeal
to come, Bluebone’s team is excited by the
look out for a touch of glamour plenty
of retro furniture, combined with Oslo’s use
possibilities generated by this trend.
of opportunity to source show-stopping
of natural materials at affordable prices, has
While Bluebone will be present at Autumn
models this summer.
made it one of this year’s bestselling ranges.
Fair this month (stand 2F03/E02), interested
The supplier reports that its new Kleo
Bluebone’s expanded bar assortment
parties can request a show van visit, or
ranges – Pure, Fokus, Look and Nako –
has proved another winning line. The
register on the company’s website for trade
were all well received. Fittingly, the Look
supplier says that bars and barstools are
access to its product and price information.
range creates real focal points – such as
proving today’s must-have items, and
T 0161 330 8959
shelf units, and a glass-topped coffee table
its birdcage and boatwood bar fit right in.
www.bluebone.co.uk
FN354_Pages.indd 78
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BlueBo
Come and see us at Autumn Fair 2-5 Sep Hall 2 F03/E02
bluebone www.bluebone.co.uk
FN354_Pages.indd BlueBone_JA.indd 179
River Mill II, Park Road, Dukinfield, Cheshire SK16 5PD TEL.: 0161-330 8959, sales@bluebone.co.uk Facebook: BlueboneImports Instagram: bluebone.co.uk
24/08/2018 15/08/2018 15:52 12:03
80 | Manchester Furniture Show Review
At the show, the British Furniture Manufacturers (BFM, www. bfm.org.uk) brought attention to the launch of a new showroom opportunity for members at its new head office in Long Eaton. Visitors to the stand also had the chance to meet the BFM’s new marketing and administration co-ordinator, Annie Porter, who was on hand to provide help on key issues facing the industry such as sustainability and exports. MD Jackie Bazeley comments: “The Manchester Furniture Show provided us with a great platform to reveal our new showroom opportunity, receiving lots of positive feedback. The show also presented us with the opportunity to catch up with contacts and meet new ones from across the industry.”
Tizzy
Despite the difficult trading times faced by the industry, Buoyant Upholstery (01282 691631, www.buoyant-upholstery.co.uk) reports that it enjoyed excellent results from the Manchester Furniture Show, with the launch of its new models – Champ, Stella, Tizzy and Salute – extremely well received. MD Mike Aramayo says: “This year has so far proved to be extremely difficult for everybody involved in the trade – retailers and manufacturers alike – but Buoyant is excellently placed to be able to ride out the storm and continue to provide the assurance of quality, value-for-money product backed up by excellent levels of service.”
AmbassadorTextilesJuly18.indd 1
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Jackie Bazeley on the BFM stand
20/06/2018 16:36
24/08/2018 15:52
AlphaSe
ALPHA D E S I G N S
Pagoda
ALPHA DESIGNS UPHOLSTERY LIMITED T: 01902 492937 F: 01902 493700 E: sales@alpha-designs.co.uk Unit 1, Stag Industrial Estate, Oxford Street, Bilston, Wolverhampton WV14 7HZ
FN354_Pages.indd AlphaSeptLS18.indd 81 1
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82 | Manchester Furniture Show Review
SECONIQUE MOVES ON WITH NEW PRODUCT Seconique, which has now fully relocated to its new premises in Pendeford, Wolverhampton, launched a swathe of impressive value-for-money products at the Manchester Furniture Show …
Athens table and chairs, plus Charisma shelf unit
Among the new launches was the Athens
in Seconique’s core collection for many
drawer chest; and a dressing table set which
dining table, which features a trendy
years, and due to its popularity, a cream
includes mirror and stool.
concrete-effect veneer top and striking
version was added in July – the full range
black metal painted leg frame, and can
consists of a two- and three-door wardrobe,
bed, which was also introduced in January,
comfortably seat four diners. The Athens
three-drawer bedside, dressing table, four-
saw the addition of a 5ft version.
chair which accompanies it has black metal
drawer chest and a five-drawer narrow
painted legs and a grey suede-effect seat
chest.
which complements the table to make an
Meanwhile, the Amelia wing-back fabric
Seconique would like to thank its new and existing customers for visiting its stand at
Better-established models were also
the Manchester Furniture Show, and would
displayed. Launched in January this year, the
like to invite interested parties to visit its
Alongside the Athens dining models is a
stylish Nevada high gloss-fronted bedroom
new showroom – at Boulton House, Owens
matching nest of three tables and a coffee
collection is available in grey or oyster, and
Trading Estate, Wobaston Road, Pendeford,
table, all of which help bring a modern
offers an impressive storage solution.
Wolverhampton, West Midlands WV9 5EY –
appealing set.
industrial look to the home.
Due to its success and customer requests,
where all of its newly-launched and existing
the following models have been added
products are on show.
bedroom collection, now in cream with
to Nevada’s grey selection: a two-door,
T 0121 506 4888
antique pine tops and handles. Sol has been
one-drawer wardrobe with mirror; a six-
www.seconique.co.uk
Also featured at the show was the Sol
Seconique’s new HQ in Wolverhampton
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The Boulton House facility features an extensive showroom
24/08/2018 15:52
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We’ve cornered the comfy market. Our Winchester range is the last word in traditional La-Z-Boy comfort for all the family. Once your customers put their feet up in-store, they won’t leave without one. And with our ongoing spending on advertising, it might be the first sofa they ask to see.
FN354_Pages.indd 84 BS3488_ La-Z_boy_Furniture News DPS_AW_01.indd 2
24/08/2018 20/08/2018 15:52 17:09
BS3488
18 17:09
Corner sofa from the Winchester range Comfort Studio Collection
BS3488_ La-Z_boy_Furniture News DPS_AW_01.indd 3 FN354_Pages.indd 85
20/08/2018 24/08/2018 17:09 15:52
86 | Manchester Furniture Show Review
CARING SOLUTION PROVIDER ENJOYS A REBRAND With fresh packaging, PoS display stands and a new-look website coming soon, solutions specialist Stroolmount.co.uk is looking to the future after a busy Manchester show, MD Gill Finch tells Furniture News … iStock.com/tulcarion C
M
Y
CM
MY
Stroolmount specialises in furniture and flooring care products – invaluable for any retailer or homeowner wishing to move large, weighty items around
CY
CMY
K
“Our specialist products are being
upfront. Then, from that 1000, you can just
onto two new stylish, more robust versions
repositioned under the brand Protect and
order whatever product you want, whenever
– one for the counter, and one for the wall.
Care,” says Gill of the latest developments.
you want – as little or as much as you need
Both feature the Protect and Care logo.
“Its heart logo symbolises our passionate
at a time.”
commitment to providing proven products
When it comes to displaying these
There is also an opportunity to present them in an even more dynalic format. The
to keep flooring and furniture looking its
packets, retailers can either fit them onto
new Protect and Care Wooden Counter Top
best. It also lets us give clients maximum
the existing cardboard display stands or
Rotary Display Stand has four quarters, so
flexibility to create their own-brand
customers can be enticed by products at the
versions.”
front and sides. It has eight display hooks. As floor space is precious, there is also an
Delivered in neutral tones, the new packaging has been designed to complement
acrylic wall stand version. Strong, durable
any showroom colour scheme. Alternatively,
and clear, each wall stand offers six display
stockists can create own-brand packaging
hooks. Just like the new packaging, these new
that features their company’s colours, name, logo, website and photograph
counter top and wall stands feature the
alongside the Protect and Care logo.
Protect and Care branding, in modern neutral light and dark greys. Alternatively,
They can then choose to have each ownbrand packet filled with any Stroolmount
Stroolmount can create a bespoke display by
product – from Self-Adhesive Felt, Teflon
adding a company’s colours, name, logo and
Glides and Quickclick Glides to Castor Cups,
even a website. Visit Stroolmount’s website to explore
Pipe Covers, Door Stops and Floor Repair Kits. The back of each packet shows the
the full Protect and Care range and seize
product description, size, quantity, what it
valuable add-on sales alongside a furniture and flooring offer.
is for and how to use it. “It’s so easy,” says Gill. “You only pay for 1000 pieces of your own-brand packaging
FN354_Pages.indd 86
Stroolmount’s new Protect and Care Wooden Counter Top Rotary Display Stand
T 01942 271271 www.stroolmount.co.uk
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88 | Manchester Furniture Show Review
Alpha Designs (01902 492937, sales@alpha-designs.co.uk) is a progressive UK manufacturer at the forefront of design and fabric – which it once again demonstrated through the launch of its new autumn model collection at the recent Manchester Furniture Show. The collection – which comprises Pagoda, Deco, and Jaipur – was presented in new, vibrant fabrics. These autumn 2018 ranges, which have been designed and developed with a leading furniture designer, are set to bolster Alpha Designs’ ongoing growth in the marketplace, alongside the company’s existing successful commercial ranges – such a breadth of styles, with total flexibility on fabrics across all models, from a company with a can-do attitude, promises retailers an enticing proposition.
Jaipur medium sofa
Manchester provided Staingard (www.staingard.co.uk) with the opportunity to meet many of its retail partners, which mutually expressed an upbeat mood despite being concerned by “difficult trading times”. But, having seen its like before, the more dynamic retailers are looking to maximise every opportunity with Staingard protection plans and products. Staingard again demonstrated why its is the first choice for so many furniture retailers, by reinforcing the continued development of its specialist brands: Floorgard for gliders and felt pads; Mattressgard for mattress protection; Leathermaster repair products; and additional sales opportunities for every occasion. Whatever the furniture protection requirement, Staingard offers a solution.
essential guide to the The
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furniture trade platform, o�ering market news, insight and new products in print and online. Its international scope is unsurpassed – it is recognised by the International Alliance of Furnishing Publications (IAFP) as the UK’s leading publication.
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Full pag
www.buoyant-upholstery.co.uk Telephone - 01282 691631
Champ
ILIV - Fusion
Tizzy
Stella
Salute
Buoyant launches fabulous new models at Manchester Furniture Show! The Manchester Furniture Show saw the launch of new models (Champ, Stella, Tizzy and Salute) as well as showcasing our already popular models which all received a positive response by visitors to our stand. If you didn’t get a chance to visit us at the Manchester Furniture Show, don’t worry because our sales agents will be visiting your area in our show vans soon.
FN354_Pages.indd Full page USE.indd 89 1
MADE IN THE UK
24/08/2018 14/08/2018 15:52 16:16
90 | Manchester Furniture Show Review
ELECTRIC CONCEPTS FROM NEW TREND New Trend Concepts brought several new sofa models to the Manchester Furniture Show, which were introduced at promotional prices which will apply for the next six months ‌
Hypnose
The new models introduced by New Trend
modular model with a steel insert in the arm
Concepts included Hypnose, a modular
and adjustable headrests.
system which can be customised according
New Trend Concepts has created
to the customer’s needs, and features a
handcrafted leather sofas in Italy for over 20
storage arm plus optional features such
years, and supplies top retailers throughout
as dual-motor electric recline, electric
Europe.
headrest, an audio system with phone
Its extensive range of high-quality leather
charger, 20W loudspeaker and 25W sub-
furniture, as well as corner groups and sofa
woofer, and USB outlet.
beds, can be delivered to stockists within
Also displayed were Duca, which also
6-8 weeks.
offers an optional dual-motor electric
T 0039 080 314 0194
recliner and electric headrest, and Wish, a
www.newtrendconcepts.it
Hypnose
Duca
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GalleryJ FN July
The beauty of the character
”
coming through on the oak and the light catching burnished tops, combined with the strong shapes, make Brixton a striking and unusual collection, yet one that would suit a range of interiors
Brixton
”
Get the ‘Art in Industry’ look with the Brixton collection made with solid European rustic oak.
www.gallerydirect.co.uk | T 01795 439159
FN354_Pages.indd GalleryJuly18.indd 191 FN July Issue - Brixton.indd 1
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92 | Manchester Furniture Show Review
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Fitted bedroom brand Kindred (www.kindred.co.uk) presented furniture from its classic and modern bedroom collections, as well as internal accessories, chests of drawers and bedframes to complete its ranges. Designed with a contemporary twist to help maximise space, the brand offers a wealth of benefits, including quality Italian craftsmanship, premium painted or woodgrain finishes, innovative designs and a fully-managed delivery and installation service, presenting retailers with a new approach to bedroom design. Kindred also offered visitors a glimpse of its new made-tomeasure sliding offer.
Esker, in matt anthracite Mocka Diamond Crush
erutinruf dna sroolf ruoy rof noitcetorp tcefreP Final Touches (01324 185 8777, www.finaltouchesltd.com) presented a range of models from its various collections.
Family owned and run, based in Scotland with a reach across
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+44 (0) 1241 858777 customer@finaltouchesltd.co.uk www.finaltouchesltd.com
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FinalTouchesAugust18.indd 1
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Stainga
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floor-gard.com floor-gard.com floor-gard.com 21/08/2018 24/08/2018 16:37 15:52
k
OPINION
94
Anja Meyer
A rude awakening?
I
Financial communications consultant, 60Zeilen
n the past three years, a huge number of mattress startups
from the end of 2017 until mid-2018, so they will have to undergo
have been founded and funded across Europe. Around 40 new
restructuring with a cash burn resulting in a runway of maybe 12
mattress startups were founded in or expanded into Europe in
months. Their stock price plummeted by -70% within days of its
that period – and some of them have already disappeared. These startups were mostly founded by people without any knowledge in that field. Why is this business model so tempting? There are mainly two reasons. First, the gross margins of 50% are
latest results coming to light, and the CEO subsequently left at the beginning of July. Considering their valuation upon their IPO, one could have doubts already of whether a valuation of £140m in Q2 2017 makes sense.
very high, and second, there are nearly no barriers to entry. Besides
After all, they closed the annual year 2016 with a turnover of £12m
finding a mattress producer – which you can easily do, because there
and a loss of £11.3m.
are so many of them across Europe – all that is needed is an online shop. That’s it. No working capital, and no large investment. Companies like Casper or Tuft & Needle displayed extremely fast and successful growth in the US. Out of nowhere, they catered to
Simba, being slightly bigger, but essentially having very similar, loss-making KPIs, closed a financing round this summer of up to £40m at a pre-money valuation of £200m. This seems remarkable, when you compare it to other startups in
an end-consumer demand which incumbents failed to meet before
this business, such as the three German companies Bett1, Bettzeit
– they offered a convenient and fashionable way of choosing and
and Bruno. Bett1 expects a turnover of €120m in 2018, and Bettzeit
purchasing a mattress.
€60m [according to results derived from Similarweb market analysis
Their US success fuelled hype, and numerous startups across
tools]. Bett1 was funded without any external money, Bettzeit with
Europe were founded. They all shared the same story of a European,
just €5m. All sell mattresses online, growing by up to +100% per
high-growth sleep brand, and some attracted substantial investment
year, in an apparently profitable manner.
with that story. The best-funded players active in Europe are the US-based Casper, $240m in funding, followed by the UK-based Eve
When it comes to mattresses, too much dreaming might lead to a rude awakening.
and Simba. Let’s have a closer look at UK-based Eve and Simba, and a story about the rise and fall of startups. Both promised unprecedented growth and failed to meet their promised growth targets. Did they demonstrate a sustainable business model? In 2017, Simba, for example, expected to make £50.9m in revenues, but made just £41m. To be fair, both companies are startups. In such a venture, no-one can really predict whether a certain level of growth can be achieved – so one might conclude that no-one is to blame. However, to attract investors, Eve and Simba continued to overpromise, while their cash burn rate was as high as -100%, in a business where you can hardly find any returning customers. Both justified their growing investment and cash burn by creating a European sleep brand that will eventually make money
Eve and Simba continued to overpromise, while their cash burn rate was as high as -100%, in a business where you can hardly find any returning customers
through lower marketing in the future, when customers are more familiar with the brand. But, in this market, customers only buy every 10 years! Establishing a brand works in the long-run if you can continuously invest into your brand equity or create a large, returning customer base. That’s why, for example, Netflix can spend a lot on acquiring customers, who pay their fee every month. To show growth, contracts with brick-and-mortar retailers were bought by offering high amounts of marketing money. Retailers obviously accepted these highly-attractive deals, but were already planning internally not to really push the product. And how likely is it that an underperforming product which is not pushed in sales will continue to be stocked by the retailer once the initial period of the contract ends? Compare Eve and Simba to their competitors, and their strategy appears even more incomprehensible – Eve did not really grow
Got a view you’d like to share with the trade? Get in touch with the editor at paul@gearingmediagroup.com
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Dormeo
THE
AUTUMN FURNITURE S H OW 2018
2nd & 3rd October 2018
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96
BEDS & BEDROOM
Excellent Relax (01924 441654, info@exrelax.co.uk) has manufactured white-label adjustable beds for numerous companies for decades, with a sustained focus on value and quality. From simple 3ft adjustable beds on legs to bedsteads and specialist care models, Excellent Relax can develop bespoke models to spec. The Pearl bedstead pictured is from the company’s Diamond collection. A contemporary bedstead with low head and footboard, it is one of eight Relax-branded beds in the company’s brochure.
Shakespeare Beds (0121 764 4024), based in the Midlands, has manufactured high-quality hand-crafted mattresses, divan bases and headboards in the heart of England for over 30 years. Taking pride in the quality of its products – and covering opencoil, pocket-sprung, air-sprung and encapsulated mattresses, bases and headboards – Shakespeare Beds offers its customers choice, prompt delivery and competitive prices. A regular exhibitors at the annual NBF Bed Show, Shakespeare Beds will return to the event this month to present classic highperforming models, natural models with a range of bases and headboards, and more.
Handmade in Yorkshire from premium, natural and organic materials, the Natural Collection of luxury mattresses by Hyder Living (01484 531000, www.hyderliving.com) can be tailored to customer demand. Despite being a stock range, the Natural Collection is for those times when customers demand the very best in a product that is made exclusively for them. Crafted to order, customers can fine-tune any of the parts in their mattress, from SportLine 4000
adding a layer of organic wool or mohair to an additional tablet of pocket springs or a pillow top. Director Biny Hyder comments: “We’ve long made our
Highgate Beds’ (01924 454678, www.highgatebeds.com) sole focus has always been its beds’ users – consequently, the development of its Zero Gravity mattress technology has been at the forefront of the company for the past few years, and it continues to go from strength to strength. Zero Gravity can be found in the original, the second-generation
mattresses right here in Britain, but the Natural Collection is the first time we’ve bought this together with the very best natural and organic materials for a mattress of unsurpassed quality. We try to source our fillings from local suppliers, helping to reduce our impact and remembering that British farmers and producers are among the best in the world.
Medicpaedic and the combination mattresses within Highgate’s Healthopaedic range, encompassing greater support, comfort and pressure reduction, and all specially designed to accommodate the sleeper. Highgate Beds has also expanded its handmade ranges by adding natural fillings to its lines. In all, it has been a strong year for Highgate Beds so far – the business received an A rating from its NBF audit, Zero Gravity was established as a popular trade mark, and the business has developed the knowledge to further grow its lines, all from the heart of Yorkshire. The luxury fillings of wool, mohair, cashmere and pashmina have also being introduced to new contract ranges, which were developed in July. Thanks to the new Healthopaedic designs, this year’s NBF Bed Show promises to be the company’s best yet – visit it on stand H50.
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98 | Beds & Bedroom
Each Octaspring dynamically conforms to the contours and movements of the body
TAKING OCTASPRING TO A WIDER AUDIENCE “Dormeo are gearing up for a busy season ahead, with new product launches and trade shows around the UK,” says Mike Pitt, the MD of Dormeo UK, who explains the difference the company’s innovative Octaspring technology can have on sleep quality …
“In an ever-changing marketplace, Dormeo
hot and uncomfortable, causing disturbed
preferred the feel of Octaspring to their own
will continue to invest in forward-thinking
sleep. The unique Octaspring ventilation
bed.
design, research and development whilst
system has been designed to provide a
maintaining our passion to deliver the
constant airflow – body movements push
manager at Dormeo UK, is looking forward
best customer service, choice and value for
warm humid air out of the specially-
to The South West Furniture Show (taking
money,” says Mike.
designed sides of the mattress, drawing
place from 11-13th September) and the
fresh air back in.
Autumn Furniture Show (2nd and 3rd
“The focus will be on expanding product ranges incorporating our award-winning
Dormeo states that it is as if the
David Green, senior regional sales
October), and states: “These shows are ideal
patented Octaspring technology so that
Octaspring actually breathes, providing a
platforms to welcome both our existing and
more and more consumers can benefit from
fresh and healthy sleeping surface, night
new retail partners to introduce Dormeo to
the superior comfort and value it offers.”
after night. The Octaspring mattress
more and more customers seeking healthy
performs like no other to cradle the body in
sleep.
For those unfamiliar with Dormeo’s
“We look forward to a busy season ahead,
innovative Octaspring technology, patented
comfort. Each individual Octaspring spring
memory foam springs enable the sleeper
dynamically conforms to the contours
presenting our award-winning ranges,
to enjoy the true comfort of memory
and movements of the body in all sleeping
and highlighting Dormeo’s revolutionary
foam – with a proven eight times better
positions by functioning independently,
Octaspring technology.”
breathability than traditional memory foam,
offering customised support and immediate
according to the company.
responsiveness.
Whatever the temperature, without adequate ventilation a sleep surface can get
FN354_Pages.indd 98
According to Dormeo, independent tests have shown that eight out of 10 people
req
Dormeo’s ranges can be seen throughout the year at the company’s new showroom in High Wycombe, Buckinghamshire.
www.dormeo.co.uk
24/08/2018 15:52
MyerAd
SLEEP
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Sleeping comfort manufactured in Britain.
Sleepur-pedic mattresses provide fantastic neck and spine support.
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FN354_Pages.indd MyerAdamSep18.indd99 1
T: 01924 359498 E: sales@sleepurpedic.co.uk W: www.sleepurpedic.co.uk
24/08/2018 22/08/2018 15:52 11:12
100 | Beds & Bedroom
PRODIGIOUS GROWTH FOR BED-IN-A-BOX NEWCOMER Conceived by entrepreneur Michal Szlas when he experienced a misleading and confusing buying experience, award-winning bed-in-a-box company Otty Sleep continues to enjoy rapid growth in the mattress industry … Launched in 2016 by a young entrepreneur
estimated second-year turnover figures
has helped the company increase its market
and keen athlete who understood the
of more than £8m – a YoY increase of
share as well as continuing to provide our
importance of a good night’s sleep, the Otty
almost +400%. This follows the company’s
innovative and award-winning products to
Sleep mattress combines 2000 encapsulated
increasing market share, which has resulted
both consumers and retailers – ultimately
pocket springs with high-grade, innovative
in Otty expanding its Leeds-based offices, as
helping customers receive a perfect night’s
memory foam, and comes at a price
well as its first venture into Europe with the
sleep.”
that is up to £150 lower than its nearest
opening of a technical office in Berlin.
competitors.
However, despite Otty’s growth, the
The Otty mattress was also recently awarded an Expert Reviews Best Buy award,
company is not resting on its laurels, and
with testers claiming it was “the best
Szlas, now 25, and came following his
is aiming to achieve a turnover of £24m its
hybrid mattress we’ve ever tested”. The
search for the perfect mattress to match
third year of trading. Otty has also recently
award sits alongside the company’s Which?
his busy lifestyle. During his pursuit, he
undergone an investment process which will
Best Buy Award and five-star TrustPilot
quickly found the purchasing experience to
help it reach the next level and allow the
rating, highlighting the company’s growing
be confusing, and one full of false marketing
company to launch a host of new products
popularity and industry-leading credentials.
claims and high prices - so he decided to
and further expand into Europe.
The concept was the brainchild of Michal
create his own product.
Michal Szlas comments: “It’s been a
Retailers interested in stocking the Otty mattress should contact Otty Sleep directly.
Today, Otty Sleep is one of the fastest-
huge 12 months in terms of growth. We’ve
T 01133 202490
growing mattress companies in the UK, with
invested heavily over the past year, which
www.otty.com
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24/08/2018 15:52
A N AWA R D -W I N N I N G M AT T R E S S . SLEEP MADE SIMPLE.
Comfy and cooling memory foam.
2,000 encapsulated pocket springs.
Breathable airflow to keep you cool.
Risk free 100 night trial.
10 year warranty.
“The OTTY is the best hybrid mattress we’ve ever tested.” BEST BUY
For more information on our award-winning range and for further details on becoming a retailer, speak to the OTTY team on: Email: Sales@OTTY.com | Telephone: 01133 202490 | Website: www.OTTY.com
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102 | Beds & Bedroom
Lido semi-solid oak collection
W
WIEMANN PRESENTS A WINNING COMBINATION In more challenging market conditions than it has seen for some years, Wiemann has been working hard to ensure that it remains ahead of the game …
Over the years, the award-winning manufacturer has earned itself a reputation
quality standards and attention to detail. Its wide choice of products and options
for good quality, attractive products at
means that the supplier is able to provide
equally enticing prices.
a full bedroom solution, whatever the
bedroom furniture range. But what’s key for a successful business is excellent customer service. “There’s no better measure of service
requirements. For example, its award-
than customer feedback – it’s the true
agent in the UK and Ireland, Litmus
winning Cayenne range – which includes
evaluation when they come back for your
Furniture, says: “The market seems to be
dual-depth wardrobes – not only looks
products because they appreciate what
slowing across 2018 – the hot summer has
impressive, but offers a practical way
you’re offering.”
definitely had an effect – but thankfully at
of squeezing more storage space into a
Wiemann, we are still seeing sales growth.
bedroom, especially around the bed. The
also benefits from its agent Litmus
“We have been working hard to build
Simon Hewitt, MD of Wiemann’s sole
Unusually for many importers, Wiemann
collection also features a wide choice of
Furniture’s team of UK and Irish agents
business with our customers and strive
drawers and units to provide further storage
across eight territories, which is available
for continuous improvement, focusing on
options.
to help customers with product training and
factors such as quality, value for money and
Strong customer service is key. Wiemann
knowledge. Says Simon: “Our sales team ensures all
excellent service, which we believe are the
continually looks for ways in which it can
recipe to succeed and win in the long term.”
continue developing its systems, and has a
our customers are fully supported and get
tried-and-trusted national HDI programme
the best out of Wiemann, they are all vastly
great value for money is essential. From
in place. It recently took on HDI quality
experienced and well respected by the retail
promotional ranges such as Berlin and
manager, Andrew Mear, to ensure continuity
trade.”
Miami to top-of-the-range semi-solid
and progression. He will look at evolving
collections like Serena and Lido, the features
Wiemann’s HDI framework to ensure the
its permanent Long Eaton showroom at the
and benefits are distinct, and prices keen
manufacturer continues to lead on service,
autumn Long Point exhibition from 17-19th
in comparison to similar products from
rather than follow.
this month, and at Stoneleigh Park for
Wiemann understands that offering
competitors. The manufacturer also ensures that it can
Kai Schwenke, Wiemann’s export manager, comments: “Design, style,
Wiemann will be exhibiting from within
the Autumn Furniture Show from 2nd-3rd October. At both, the supplier will present its
deliver what is promised. All Wiemann’s
innovation and practicality are all factors
latest portfolio additions and bestsellers.
products – whether premium or value – are
that need to be taken into consideration
E enquiries@wiemannuk.co.uk
made in the same factory, with the same
when it comes to creating a popular
www.wiemannuk.co.uk
FN354_Pages.indd 102
S
24/08/2018 15:53
FN Full
Create the perfect bedroom display!
Westside
Kansas
Serena
Bedrooms of distinctive style, quality and value See us at our showroom in Long Eaton for the Autumn Long Point Exhibition 17-19 September and at Stoneleigh Park for the Autumn Furniture Show 2-3 October.
made in germany enquiries@wiemannuk.co.uk | www.wiemannuk.co.uk
FN354_Pages.indd 103 FN Full page Wiemann July18.indd 1
24/08/2018 18:04 15:53 25/07/2018
N O 5 US J5 E ND E S TA S
THE BED COLLECTION
P
RO
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T
18
19
Introducing the 2018/19 Salus divan & headboard collection
20
NOW WITH NEW VISCOOOL AND NATURAL MODELS!
DUC
We are launching our new range of divans and headboards at the Bed Show. The collection has 18 colours and 3 fabric options, including vibrant velvets, all with a 10 year guarantee, so you can be confident that our Salus beds will perform as good as they look. To complement the divans is a superb range of floor-standing headboards in a choice of 10 stylish looks, all designed to create a fabulous focal point in any bedroom.
CONSUMER PRODUCTS LTD
www.salusbeds.co.uk
FN354_Pages.indd 104
SUPERB RANGE OF DIVAN FABRICS & HEADBOARDS
E: customerservices@breasley.co.uk MADE IN THE UK
24/08/2018 15:53
P
RO
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T
18
19
20
P
RO
DUC
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THE UNO BOXED MATTRESS COLLECTION
T
18
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SE ST E U AN S D ON J5 5
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Bringing innovation and technology to the sleeping experience Whether rolled or boxed, all of our Uno mattresses offer the same fantastic benefits:
UNO ROLLED MATTRESS COLLECTION
Telephone: 01629 823680 MADE IN THE UK
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• • • • • • •
Market-leading 10 year guarantee Quality materials across the range RFID tags for full traceability Ethically audited Exclusive components DHD and fast track ordering Made in the UK
CONSUMER PRODUCTS LTD
www.unoboxedmattress.co.uk
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106 | Beds & Bedroom
Comfort 1400
NEW NATURALS BOLSTER HOME-GROWN OFFER Myer’s has been making good value, comfortable beds in the UK since 1876, and this year the brand has announced the launch of a new Natural Collection, plus an update of its popular Comfort and Ortho Collections.
While committed to staying true to its
The Comfort Collection comprises a range
guarantee quality, British-made products
heritage, Myer’s strives to remain at the
of four convenient no-turn pocket-sprung
from a family name that retailers and
forefront of technology and innovation.
mattresses, which are paired with pressure-
consumers can trust – a quality that
Embracing the latest in bed materials and
relieving fillings such as latex and memory
is reflected in the company’s five-year
comfort technologies, the new Natural and
foam for postural support, helping ensure a
guarantee on all bed sets and mattresses in
updated Comfort and Ortho Collections
great night’s sleep.
the Natural, Comfort and Ortho Collections.
promise to give customers the greater choice
Finally, there is the Ortho Collection,
Myer’s will present its new and updated
they are looking for in terms of both comfort
a range of three firmer orthopaedic
collections at three of this year’s leading
and value, designed with clear good-better-
mattresses featuring pocket springs ranging
bed trade shows – the AIS Bed Show on
best stories.
from 800 up to 1400, offering superior
29th August, the NBF Bed Show on 18- 19th
support, plus Myerpaedic support layers for
September, and the Autumn Furniture Show
added comfort.
on 2nd-3rd October – giving its customers
The new Natural Collection consists of a range of three traditional pocket-sprung mattresses which boast natural fillings
Whilst Myer’s is one of the original
various opportunities to see its latest
such as cashmere, silk and wool to create
pioneers of affordable, value-added
models.
naturally comfortable mattresses.
mattresses, the manufacturer says it can
www.myersbeds.co.uk
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ated d p u d n a n o ti c e ll o C l ra See our all new Natu s at the n o ti c e ll o C rt fo m o C d n a Ortho 18. 0 2 r e b m te p e S 9 -1 8 1 m NBF Bed Show fro
Made in the UK
5 Year Guarantee
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108 | Beds & Bedroom
Park Lane Beds (0121 389 4262, sales@parklandbeds.co.uk) manufactures superior natural products, employing locally-sourced natural materials including such mattress fillings as fine mohair, silk, wool, cashmere, bamboo and cotton. Meanwhile, the company’s popular Cool Gel and memory foam mattresses conform to the body offering great support and keeping the sleeper cool. Made by skilled craftsmen with years of experience, Park Lane’s beds and mattresses not only offer high levels of quality, but also impressive value for money. The company places an emphasis on customer service, offering dedicated sales and support staff, and is constantly exploring ways to improve its offer. It also strives to be environmentally friendly wherever possible, recycling its cardboard
and plastics, and investing in energy-saving lighting throughout its factory. Park Lane Beds invites prospective customers to contact its sales team, and find out more about its growing story of style, comfort and affordability.
“SWEET DREAMS ARE MADE OF THESE.” (SINCE 1852)
Eric Mostert, Hästens Partner, Netherlands FED UP WITH PRICE MATCHING YOUR TOP END BED SALES? We have the solution. We want you to join The World of Hästens. For more information on becoming a UK stockist and selling Sweden’s finest handmade beds contact: oliver.bowen@hastens.com
BE AWAKE FOR THE FIRST TIME IN YOUR LIFE
HastensJuly18.indd 1
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® 19/06/2018 15:54
24/08/2018 15:53
RA Furn
LUXURIOUSLY COMFORTABLE BEDS AND MATTRESSES HANDCRAFTED IN GREAT BRITAIN
Our mattresses feature zoned pocket springs, expertly combined with quality comfort layers such as wool or latex to deliver a restful sleep, night after night. Experience our latest collections at our regional roadshows Contact your area business manager to find out more
call 01282 851 111 or visit rest-assured.co.uk
FN354_Pages.indd 109 RA Furniture News - Roadshow Fullpage Ad August.indd 1
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110 | Beds & Bedroom
Natural Sleep 2000
Natural Sleep 2000
Adhering to a customer-focused philosophy, West Yorkshire-based
compromising on quality. Its vacuum-packed mattresses are
bed and mattress manufacturers Myer Adams (01924 359498, www.
practical for easy transportation, and can be delivered direct to the
myeradams.co.uk) and Sleepur-pedic (01924 359498,
customer through a next-day delivery service.
www.sleepurpedic.co.uk) have introduced separate ranges for bricksand-mortar and online retailers.
The companies boast a fast turnaround, delivering to retail stores in most parts of the UK on a weekly basis. Working closely
The eclectic ranges offer something for every customer, including
with stockists, they hope to help accelerate growth by offering
a new range of side hand-stitched and foam-encapsulated
good value-for-money products and area exclusivity, plus models
mattresses.
exclusive to shop floors and websites.
Sleepur-pedic is a memory foam specialist, offering mattresses that provide a high degree of comfort and support, without
Show van visits can be arranged for interested parties wishing to see a sample of the collections.
C
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SEEK QUALITY.
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Visit us at the Bed Sh ow, Telford ! Stand J 20
J DeWalleg Ltd is a British manufacturing company with a history of innovation and Patents for the products it designs and makes in the UK. Its roots as a family company go back over 66 years and our ethos continues to be quality, craftsmanship and pride in what we make and sell. With continued investment and the inhouse CAD designing of its own production machinery and products, J DeWalleg Ltd strives to maintain its lead as a UK manufacturer supplying globally direct to the Bedding and Upholstery industry.
Standard three day delivery! Deluxe Beds an NBF approved supplier, manufacture five ranges of traditional hand side-stitched mattresses all available with a variety of fillings and with spring counts from 1000 single layer pocket springs up to 12,500 multi-layers. Our hand side-stitched mattresses deliver the highest quality and are available in three days (collected) or one week (delivered).
Prices start from as little as ÂŁ149*
Visit
*double, mattress only, collected
www.JDWLTD.com
enquiries@deluxe-beds.co.uk or call 01484 427 373. www.deluxe-beds.co.uk
for products, services and contact information
Deluxe Beds, Beacon Street, Birkby, Huddersfield, HD2 2RS, United Kingdom
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Parklan
Park Lane - Trade Ad A4 2018.pdf
1
26/02/2018
13:06
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112 | Beds & Bedroom
Teaser samples from the Dunlopillo Go marketing campaign
SLEEP GETS SUPERCHARGED Leading UK manufacturer of latex mattresses Dunlopillo is preparing to launch its “game-changing” new collection for the coming season ahead – Dunlopillo Go … More than just a collection of three
spring foundations to produce a good-
mattresses, the Dunlopillo Go collection has
better-best story.
been designed to support an active lifestyle,
Through its high degree of elasticity,
encouraging people to step away from the
Dunlopillo latex provides instant pressure
chaos of everyday life and into a relaxing
relief for the user and encourages a healthy
haven for more restorative sleep.
blood supply to their muscles so they awake
Anyone from fitness enthusiasts and
revitalised. It also offers “progressive
those with stressful jobs, to people who
comfort”, says Dunlopillo, by adapting
just want a natural energy boost, could
and contouring to individual profiles
benefit from Dunlopillo Go’s advanced sleep
and movements – with healthy sleepers
system, which has been designed to enable
changing their physical posture up to 60
them to wake up feeling refreshed and
times a night, the responsive nature of latex
energised.
is a huge advantage for achieving deep sleep
Using its extensive specialist knowledge in market-leading latex beds, combined with the latest spring technologies,
without disturbances, states the mattress specialist. The Dunlopillo comfort layers
Dunlopillo has created a new hybrid of
are supported by carefully selected,
mattresses for anybody looking for the best
individually-nested pocket springs, which
possible recovery and sleep.
offer additional support to help renew
The three mattresses in the Dunlopillo Go
sleepers’ bodies during sleep. Adapting to
collection – Energise, Exceed and Excel –
the user’s body weight, the pocket springs
have been designed to sit below the premier
move independently of one another, offering
Dunlopillo Signature Collection, and are
complete support for the body, allowing
proposition – interested parties can visit
aimed at a younger audience at a more
the spine and joints to maintain a correct
Dunlopillo at this year’s AIS Bed Show on
affordable level. The mattresses are made
position during sleep.
29th August, the NBF Bed Show on 18- 19th
from comfort layers of 100% pure Dunlopillo
Offering a fully-supported in-store PoS
September, or the Autumn Furniture Show
latex (sourced from environmentally-
system and attractive pricing, coupled with
on 2nd-3rd October, to find out more.
sustainable plantations) which are matched
the convenient Dunlopillo Go Fast 5-7-
T 01823 667501
with carefully-selected encapsulated pocket
day delivery, makes for a compelling retail
www.dunlopillo.co.uk
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Orchid, Millennium and Royal Sovereign mattresses are Which Best Buys
Three Which? Best Buy awards in one mattress collection is a first for the Bed industry For details to become an exclusive stockist of this range please contact David Wescomb, Brand Director Email: info@dunlopillo.co.uk | Telephone: 01823 667 501
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24/08/2018 15:53
Introducing our new Eco Comfort Breathe mattress collection, eco-friendly mattresses made from sustainable materials that won’t cost the planet or your pocket. Featuring the revolutionary Microclimate Sleep System™ which combines three layers of advanced fibre technology for enhanced breathability. High performance fibres spring back to their original shape for superior durability and luxurious comfort.
1
2
3
1 2 3
Breathable Coolmax™ Sleep Surface wick moisture away from the body, creating a cooling effect for enhanced breathability and moisture control. Vertical Eco Breathe Fibres™ quickly channel moisture away from the body to prevent overheating through the night. Horizontally designed Eco Comfort Fibres™ naturally evaporate moisture through the breathable mesh border, to maintain a clean, fresh and healthy sleeping environment, night after night.
PROTECTING MARINE LIFE WORLDWIDE We’re proud to support the Marine Conservation Society
For more information please call 01282 851111 or visit silentnight.co.uk/eco-comfort-breathe-collection
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116 | Beds & Bedroom
The Snow protector incorporates cooling Nordic Chill fibres
Cotton mattress protector
INCREASE AOV WITH THE PROTECTION SPECIALIST Despite a difficult trading headwinds for many, the award-winning Protect-A-Bed has enjoyed yet another year of sales growth, explains CEO Simon Zamet …
“Protect-A-Bed are specialists within the
approach to in-store displays and product
mattress protection category,” explains
development with a well-honed blueprint
Simon. “Nobody else has a drive or focus
of in-store sales growth. “It’s always necessary to maximise
like ours, and this is why we successfully trade in 49 countries around the world,
every sale when on the shop floor,”
and are recognised as global experts.
continues Simon, “but in this trading period, it’s even more important to
“We work with all of our retail partners
retailers.
proactively in order to significantly drive
“Across the country, as retailers report
sales. This is at the core of our philosophy – quite simply, whether it’s one of our
lower footfall, Protect-A-Bed mattress
existing retail partners or a new partner,
protector purchases are benefiting both the
positive increases in sales can always
customer and the retailer. It’s a win-win
be achieved. That’s what working with
situation. The store increases their AOV
the leading brand and a global expert
(average order value), and their customer
guarantees you.”
can create a healthy and hygienic sleeping zone.
This year has seen the successful launch
“Plus, with Protect-A-Bed, the
of Protect-A-Bed’s Dynamic Display Bays,
customer benefits from an industry-
which have been well received.
leading 10-15-year anti-stain guarantee.
Furthermore, Protect-A-Bed’s
“Protect-A- Bed’s speciality is driving
innovative Snow pillow and mattress protector highlight the latest in cutting-
in-store performance, so linked mattress
edge cooling technology. The Snow product
and mattress protector sales are extremely
range promises greater optimisation of
high. Any store not maximising a
thermal conductivity, which is achieved
relationship and a service like ours needs
through the Nordic Chill fibres within the
to consider why.” Protect-A-Bed will present its range
pillow and mattress protector fabric. The company states that the fibres transfer
of mattress protectors at Cranmore Park
heat away from the skin almost 10 times
Exhibition Centre in Solihull for the AIS
faster than cotton, interacting with the
Bed Show, a one-day private show for AIS members on 29th August.
sleeper in a similar way to water touching the skin, and creating a cooling sensation. Protect-A-Bed combines a progressive
FN354_Pages.indd 116
Protect-A-Bed offers in-store display solutions to suit today’s bed retailers
T 02087 310020 E sales@protectabed.co.uk
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Now in its 10th year of trading, Harmony Furnishings (01902 459898, www.harmonyfurnishings.co.uk) has established itself has a leading supplier of high-quality, affordable furniture for the home. This month sees the company launch six Premium Bedroom Collections, all of which feature an easy vertical build system, plus the option to add accessories. In response to consumer demand, the new collections will be stocked in Harmony’s warehouse in Wolverhampton, which will serve to reduce the typical lead time for this type of product from eight weeks to just seven days, ensuring that retailers can sell the products with the confidence that customer orders will be fulfilled quickly – a must in today’s on-demand society. Harmony’s director Jason Stone says: “The launch of the new ranges is an exciting time for the business, with the collections being our most comprehensive pieces of bedroom furniture to date. “The pieces are designed to allow customers to make individual choices on how their finished bedroom space will look, whilst simultaneously maximising the amount of usable storage available to them. UK-held stock will be a huge benefit to retailers, allowing them to quickly fulfil orders and satisfy consumer Aspen
Hampton
demand,” concludes Jason Stone.
Finished in a Dove Grey paint and with natural light oak tops, the new NTP collection from Kettle Interiors (01536 444960, sales@kettleinteriorsagencies.com) builds on the success of its popular sister range the NT, retaining its Danish-inspired shape but broadening appeal with a Dove Grey painted finish, paired with charcoal fabric elements in the chairs, and a padded headboard and stool. Offering a balance between a modern Scandi-look and classic English style, the NTP collection is available for both bedroom and dining. With an impressive 51 items from which to choose upon launch, the range offers the depth to accommodate all sizes of home. The collection also features a choice of handle style,
NTP bedroom
metal drawer runners, and a stylish Eames-inspired dining chair. Next is Kettle’s SW bedroom, a timeless design that is offered in Classic White and Moonlight Grey paint finishes.The SW collection delivers an array of products covering everything needed to turn bedrooms into elegant spaces. Featuring beds from 3-6ft, and with three wardrobe styles, the range is already attracting strong interest from retailers looking for quality, class and style at highly-competitive prices, reports the supplier. SW bedroom
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Both ranges are available as part of Kettle’s wholesale, stockist and container packages.
24/08/2018 15:53
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120 | Beds & Bedroom
Amalfi
Naples
From stand B20 at this year’s NBF Bed Show, Siesta Beds (0121 773
Then there is the new handcrafted Mulliners brand, which is
9969, info@siestabeds.co.uk) will extend its bed collection, following
produced at the Mulliners Works in Birmingham – a location which
the success of its Gel Superior edge-to-edge encapsulated collection,
has been associated with high-quality manufacturing since 1861.
and Supreme Comfort collection – both of which were unveiled at the
The range embraces fine materials and a level of spring count and craftsmanship expected from a premier range.
company’s open week back in January. The improved spring count and upholstery value these models
Although it is produced on the same site as Siesta and Mayfair
offer – along with the new Health bed collection – are now being
beds, the new range will have its own dedicated production area,
introduced to the Siesta range.
states Siesta Beds.
Perfection... 10 year warranty for peace of mind Designed to fit deep mattresses Impermeable yet breathable Wide selection of materials Anti-dustmite
Register to attend at www.orbital.vision/the-exchange/#register
...in Protection Mattressgard products are perfect for all the family and the extensive range offers products in sizes that are designed to be used in the smallest cot to the largest bed.
Need help choosing the right mattress protectors? Visit mattressgard.co.uk or call +44 (0)1244 888 658
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Millbroo
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122 | Beds & Bedroom
Breasley (01629 823680, www.unoboxedmattress.co.uk) will present the latest addition to its Uno boxed mattress range – the Natural Affinity Collection, featuring the Spirit 1000, the Tranquil 2000 and the Halcyon 3000 – at this year’s Bed Show. With a wool, silk and cashmere natural sleep surface and a choice of spring counts, the range offers independent retailers the opportunity to become part of the successful boxed mattress market. Visitors will also be able to see the revitalised Uno vacuum-packed range, with stylish new cover designs to improve its look and feel,
Spirit 1000, from the Uno Natural Affinity Collection
keeping the range fresh and appealing to both retailers and the end consumer. Breasley recently commissioned a new state-of-theart vacuum-packing machine at its Derby factory, to keep it at the forefront of mattress innovation and technology. For Breasley’s premium Salus brand, there will be a new range of divan fabrics and headboard designs on show, offering customers a far wider choice of colours and styles for 2018-19. The Salus Viscoool Collection will feature a new backcare model as part of the range, and the collection will feature a new embroidered cover for a more luxurious look and feel. Salus Natural Collection 5000
Also on show will be the Linden 5000, a new addition to the Salus Natural Collection, which sits at the top of the Natural range.
AW STNEGA
AGENTS WANTED
uonna ot duorp si yrotS gnivi Living LStory is proud to announce arrival of famous USSU suomaf nithgiL dna erutinruF yruxu Luxury LFurniture and Lighting brand MICHAEL AMINI INIMA LEA lac ofni erom roF .KU eht ot n in to the i UK. For more info call 0208 114 3025 or emailliame ro 52 ku.oc.yrotsgnivil@ofni t ata info@livingstory.co.uk
TheInsertCompanyApr18.indd 1 FN354_Pages.indd 122
19/03/2018 BabbarAug18.indd 10:10 1
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Shakes
Shakespeare Beds 154 Wharfdale Road Birmingham B11 2DG 0121 764 4024
Shakespeare Beds are a leading manufacturer producing high quality hand crafted Mattresses, Divan Bases and Headboards in the Heart of England. Shakespeare Beds offer a wide range including Pocket Sprung, Open Coil, Laygel, Staingard, Contract Range and Natural Collections. Shakespeare offer high quality bespoke models including hand side stitching and much more. Bases and Headboards are offered in a range of different fabric types to suit all customer requirements. Shakespeare offer a warm welcome with no order too big or small. Come and visit us on stand A40
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DINING ROOM
124
Optimum Timber (07958 558684, www.diningchairwarehouse.ltd)
Success in today’s market
is a small family business that has supplied the furniture trade for
is all about choice, says
over 16 years from its warehouses in South Yorkshire.
Peter Woodman, founder of
The company offers a complete range of fully-assembled chairs
dining chair wholesaler and
– comprising unfinished traditional beech chairs, a range of solid
manufacturer Woodman
oak-finished chairs, faux leather and full fabric models – and these
Chairs (01884 841789, www.
are offered via a free delivery service to Yorkshire, Lancashire and
woodmanchairs.co.uk).
Nottinghamshire in the company’s own vans, or through a pallet
“One of the main reasons
service otherwise.
people come to us is because
Interested parties can see the company’s chair range by visiting
of the choice we offer – they
its dedicated website.
simply can’t access such variety anywhere else,” he says. “And this is happening
Marlow
more and more, because the consumer wants choice – they want something different, and they are willing to pay for it.” Importing chairs from Eastern Europe in volumes
Oak Rowan bar stool carver with herringbone grey seat
of various sizes, Woodman offers notably different designs alongside the industry-standard ITW frames and Farmhouse models. Delivered within four weeks – and 70% of it available in just two days – the range is available in multiple finishes and timbers, with a choice of seating pads. There is even a bespoke frame manufacturing service available to those customers – domestic or contract – wishing to go off-menu. “We have some smart new chair designs such as the Nordic and Cricket stools coming through,” Peter concludes, “but we are starting to look at more specialist products.”
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Woodm
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126 | Dining Room
ON TREND AND AHEAD OF DEMAND
Odelia
Staying ahead of the rapidly-changing popular trends is important for any business – and CIMC Home has strived to provide the home furnishing and lighting market with the latest fashionable furniture ranges, lighting and home accents for over 30 years. Expanding its portfolio every season,
Offering customers more than just
designed furniture, lighting and giftware,
CIMC Home stocks thousands of wholesale
bedroom and lounge furniture, CIMC Home
but represents even more impressive value
products, from modern classic styles
now stocks full dining collections. The
for money.
through to contemporary ranges, with
Jupiter, and the new Odelia, are extravagant
a specific focus on high-quality mirror
dining tables that are crafted in chrome,
does its passion for offering the home
furniture and unique designs.
and feature an interlocking curved design
furnishing market fashionable, on-trend
and a marble style tabletop. Accompanying
items – whether small home accents or
itself to developing ranges that differentiate
the tables are grey faux leather chairs that
large statement pieces, CIMC’s vast variety
its offer from those of its competitors.
feature a stripe stitched design and a stylish
of products range from full furniture
chrome frame.
collections to lighting, textiles and home
In recent years, CIMC Home has dedicated
Those familiar with CIMC’s products will be pleased to know that one of the supplier’s
Whilst the development of premium
As CIMC Home continues to grow, so
decor items including clocks, figurines and giftware.
most successful ranges – the Manhattan –
quality furniture remains a priority for CIMC
is being launched in a new colour. The Grey
Home, the business has a wide variety of
Manhattan furniture collection, described by
clients to cater for, from high-end retailers
simple - to inspire fashion-conscious
CIMC as “a vision of modern tranquillity”,
to small boutique hotels and interior
influencers with the latest on-trend
the collection features a soft shade of
designers – and has therefore launched
seasonal furniture, lighting and home
grey, sleek clear mirror bevelled edges and
its Value range, which promises the same
accents”.
sparkling crystal handles.
high-quality, on-trend and expertly-
www.cimchome.com
Jupiter
FN354_Pages.indd 126
In the words of CIMC, “our vision is
Leo
24/08/2018 15:53
127
Optimum Timber Supplies Ltd
• For brochure ring 07958 558684 or email peteadams@optimumtimbersupplies.com
FREE for a DELIVERY mixed pall of 16 chairs et
• All chairs fully assembled
To see our full range please visit www.diningchairwarehouse.ltd OptimumTimberFN354.indd 1
14/08/2018 11:12
M&P Chairs Limited WWW.MANDPCHAIRS.CO.UK
110 - Slat Side (& High Back) Chair
111 - Spindle Side (& High Back) Chair
112 - Fiddle Side (& High Back) Chair
114 - Slat Low Carver
115 - Spindle Low Carver
116 - Fiddle Low Carver
QUALITY EUROPEAN HARDWOOD (BEECH AND OAK) CHAIRS THIS IS JUST A SMALL SELECTION OF OUR RANGE - PLEASE CONTACT US FOR FURTHER DETAILS ON OUR FULL OFFERING ALL AVAILABLE FROM STOCK • FINISHING SERVICES AVAILABLE • LARGE OR SMALL QUANTITIES • DISCOUNT FOR COLLECTION EMAIL OR CALL US TO REQUEST A BROCHURE AND PRICE LIST Please visit our website to see our full ranges - WWW.MANDPCHAIRS.CO.UK All enquiries to: Mike Hodgson – mikehodgson@gmx.com • Call: or Paul Hodgson – paul.holroyd.hodgson@gmail.com • Call:
M&P Chairs 340.indd 1
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07802 648383 07469 819520
13/06/2017 10:20
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128 | Dining Room
N
A M
Rochford
Winner of AIS Supplier of the Year award Wood Bros (01920 469241,
and is also the supplier’s longest table at 2475cm, making it suitable
www.woodbros.co.uk) is set to tour the UK with its popular Rochford
for larger gatherings.
dining and occasional pieces this autumn. The Rochford features an impressive extending oak table and accompanying upholstered chairs. The Rochford (OC3189) is a deceptively lightweight table that contains two leaves, which are housed within the table. It features elegant tapered and turned legs,
The new dining chair (OC3190) is also a light chair, ideal for easy
B c a o v d
manoeuvrability. It also features the supplier’s new Classic finish – a striking mellow tone, but without any dents. Interested parties should contact Wood Bros for more information or to arrange a show van visit.
Ye Olde Traditional… F FINI
ES SH
D WI E R
O
FULL RANGE OF OAK-BEECH CHAIRS AND PINE/OAK TABLES AND CABINETS AT G AN E SERIOUSLY COMPETITIVE PRICES
A o
T
www.yotfc.eu www.yotfc.co.uk T:
01604 890956
E:
md@yotfc.co.uk or brd@yotfc.co.uk
YOTFC Ltd. 3 Roe Farm, Cogenhoe NN7 1NL YeOldeJuly18.indd 1
FN354_Pages.indd 128
Beech Amish also available with oak seat
20/06/2018 11:26
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F P E
NEW BROLO
A MODERN DESIGN FOR A MODERN MARKETPLACE BROLO Living and Dining. A new collection from Furniture To Go which is at the cutting edge of design. Stylish, original, and modern, Brolo is a stunning addition to any living space. A crisp high gloss finish perfectly complements the sleek lines, with optional lighting completing this high-end, 21st century aesthetic. This is a range we are very proud to introduce to the UK, and one which customers will fully embrace. See all details on www.furniture-to-go.co.uk
Wall shelf 167 and 197 cm
All available for next day delivery to yourself or your customer – no minimum order and 20% off for displays. Call us today! Coffee table
Tall wide glazed display cabinet
2 door 2 drawer TV unit
Tall bookcase
Tall glazed display cabinet RH Tall glazed display cabinet LH
3 door 1 drawer sideboard
3 door 1 drawer wide sideboard
Wide 1 door bookcase
Extending dining table
Furniture To Go, 3 Keel Close, Interchange Park, Portsmouth, Hampshire PO3 5QD - T: 02380 517067 E: sales@furniture-to-go.co.uk - www.furniture-to-go.co.uk
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LIVING ROOM Pickering Chair
This year, Wood Bros (01920 469241, www.woodbros.co.uk) has collaborated with two established British woollen mills, Harris Tweed and Abraham Moon, to create a collection of 100% wool sofas and chairs. The Pickering Chair features attractive tailored buttoning, pleating and scroll arms, as well as turned timber feet, and a compact sofa and footstool complete the group. Both sofa and chair have enveloping backs and comfortable sprung seats. The sofa comes with two scatters, and all models are available in five standard wood finishes. More upholstery designs are on the drawing board right now, so stockists should expect further launches imminently.
Whitemeadow (www.whitemeadow.com) unveiled an exclusive collaboration with award-winning mattress manufacturer, Hypnos, at the show, which will see the first-ever Hypnos sofa bed mattress available to buy with a selection of Whitemeadow sofa beds. Chris Ward, group marketing director at Hypnos Beds, says: “Hypnos is celebrated as the expert in handcrafted, pocket-sprung mattresses, and is delighted to be working with Whitemeadow to support its latest sofa bed range. “In conjunction with Whitemeadow’s product team, Hypnos has developed a luxurious pocket-sprung mattress which fits perfectly into the sofa bed mechanism and offers a superior level of support for a comfortable night’s sleep. “Traditionally, sofa bed mattresses comprise either foam or open coil springs. With a pocket-sprung mattress, the body is fully supported throughout the night by individual springs which adjust to the shape and weight of the body. This mattress also allows natural air flow aiding temperature regulation to prevent overheating.”
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Orienta
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132 | Living Room
Luxury office chair in grey brushed velvet
Luxury office chair in yellow leather-effect cover
Chaise bar stool in yellow leather-effect cover
SIT UP AND TAKE STOCK OF SHANKAR’S OFFER This month, Wolverhampton-based dining furniture specialist Shankar unveils its new bar stools and luxury office chairs, which comfortably complement its fresh portfolio of on-trend lines …
Shankar prides itself on being one of the
highly-polished chrome base and footrest.
hooded castors allow easy movement of
UK’s leading designers, importers and
Assembly is required and each model is sold
the chair – whether it is being used for
distributors of quality furniture, and its
individually.
gaming, the office or home study. The chair
latest models are great examples of the company’s commitment to quality and style. Stand-out pieces include the Chaise bar stool. Part of a wider collection, this luxury
Next is the luxury office chair, which
comes complete with a lockable reclining
emerged from the same product family as
tilt mechanism, with tension control –
the Chaise bar stool.
adjustable according to the user’s body
With styling that offers modern comfort
weight and lockable in the upright position. They are supplied with chrome metal legs
seat is designed to transform the interior
and convenience, these luxury office chairs
look of any room.
promise to enhance the look of any home
(assembly required), and, again, the models are sold individually.
Full of charm and with an emphasis on
office or study. Its backrest and seat pad are
clean lines, this stylish collection is available
finished with quality fabric available in grey
in black, grey or mink brushed velvet, and
brushed velvet, or leather-effect covers in
purchase wholesale, via DHD – Shankar
now also in grey or yellow leather-effect
grey or yellow.
can provide a store-to-door service in just
covers.
There is impressive button detail to the
Shankar’s products are available to
24 hours thanks to its large stocks – or as
back, front and sides., while the sturdy
direct container orders.
around the front, back and sides, this
five-star chrome base is height-adjustable
T 01902 399764
height-adjustable stool is finished with a
using a gas lift handle, and the twin wheel
www.shankar.uk.com
With a buttoned back and stud detailing
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Shanka
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FURNISHER
134
For nearly 40 years, Abbeylands Furniture
comprises new colours and designs to reflect
(www.scatterbox.ie, sales@abbeylands.
the different moods and expressions of the
ie) has buildt an admirable reputation in
current interior trends.
the furniture industry for the quality of
In order to fulfil customer needs,
its design and innovation. Its Scatter Box
Abbeylands’ in-house buying and creative
collections feature a full range of feather-
team travels worldwide to trade fairs and
filled cushions, curtains, bedding, throws,
markets to gain inspiration and gather new
velvet furniture and original hand-painted
ideas.
art – all of which is designed and/or made
Interested parties can contact the company to request the new season’s look
in Ireland. The company recently launched its new
book, which features all the latest colours
autumn/winter collection at the IFHS and
and designs available – or they can simply
Autumn Fair exhibitions. Every collection
download it from Abbeylands’ website.
Streaks, the latest design in the Atlantic series from machine-woven rug specialist Louis de Poortere (info@depoorterelouis. com, www.louisdepoortere.com), blends texture, distressed areas and intricate stitching, inspired by the sandy shores and winter gales of the New Jersey shoreline. Streaks has a worn vintage look that gives it the quality of abstract art. Jacquard woven and hand-finished in Belgium from cotton chenille and high-gloss polyester yarns in five colourways – including the high-impact Montauk Multi and tonal Coney Grey – Streaks
Streaks
brings a fresh and modern
its unique multi-layered texture, Streaks
sided unit features a leaflet holder and a
feel to the
feels very modern, its abstract design
convenient hanging system.
home, echoing
fitting alongside Surf’s more high-style
the original
look. Streaks is a design that is certainly
“There is no doubt that our designs continue
ethos of the
more versatile, but no less beautiful, and
to win fans across the country, but not every
collection.
one that’s sure to appeal to homeowners
retailer has the room to make the most of
on the look-out for a rug that shows a
them. This brand new display solves that
Russell, sales
sophisticated, mature approach to interior
problem, bringing the style of Louis de
director UK,
style.”
Poortere in a footprint no bigger than your
Alan
says: “Despite
FN354_Pages.indd 134
Louis de Poortere has also launched a
Alan Russell, sales director UK, says:
average lectern.” The company is offering an introductory
the use of
striking PoS unit in which to display its
worn and
rugs. The unit features eight large sample
discount on the display, or a display and full
vintage effects
swatches plus graphics that show off the
sample set – any retailer ordering a total
used to give
company’s collection. With a compact
of 40m2 of rugs will receive the display and
the quality
footprint of just 500 x 570mm, the double-
samples free of charge.
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136 | Furnisher
RESTYING INTERIORS WITH COAT HANGERS Details matter to anyone planning a home makeover – small details can define the mood and style of an interior space, says Polish lighting and furniture accessories specialist GTV, which discusses the impact coat hooks can have on a hallway or entrance room …
By employing some simple ideas, coat hooks
looking to the latest trends when designing
be in harmony with the functionality and
can be used to truly optimise the space in
an interior space. “A strong style today
convenience of the fitting-out solutions.
people’s homes, says GTV – which offers
fuses industrialism with natural, organic
numerous solutions for making entrance
accents,” states GTV.
“And here, coat hooks can come in various convenient applications. An example
“A good example here includes
of practical convenience is a hanger with
accessories in black, like coat hooks
a shelf to place flowers or small clothing
designs can build an impressive experience
fastened to wood, and the more the wood is
accessories.
for your guests right from your doorstep,”
weathered and worn, the better.
spaces neat, appealing, and convenient. “Intriguing and innovative coat hook
states GTV. “A DIY coat-hook panel made
“This is wabi-sabi – a trend which pays
Another interesting solution is a minihanger, made with WZ-Malag – a great
from a tree trunk and a line-up of black-
homage to beauty in imperfection. The
place to store your home keys, or when
matte K24-B0 hooks is an instant eye-
wooden baseplate will match any interior
installed in your kitchen, your favourite
catcher with an eco-friendly, rustic style.
style, from the modern and trendy to
collection of mugs.
“Playing with retro styling can create interesting effects too – the antique brass
vintage looks. “If you prefer something bolder, you can
“Whatever your solution will be, it is important that details play a key part in
K24 hooks against antique wood will make
experiment with the shape of the hooks.
defining the decor. They complete the whole
for a great finishing touch for your hallway,
Though large, the inverted C-shaped
and make it perfectly personalised – just the
while adding a touch of refinement.”
model does not impinge on the refinement,
way you want it to be.”
GTV states that customers seeking even
subtlety and smartness of the finish. It is a
GTV is an international distributor of
more refinement and classic chic should
great solution for those who follow haute
furniture and lighting accessories based
look at pieces which harmonise with tones
couture and elegance in fashion – it will not
near Warsaw. Its product portfolio is one of
of beige and shades of white. “To underline
bulge out the hats when hung.”
the most comprehensive available, covering
the sophisticated and elegant finish of your
Elegance and convenience should be the
several thousand items in several dozen
hallway, add the Toledo aluminium hooks
watchwords when it comes to coat hooks,
product groups, including hinges, rails, lifts,
to fill in the empty backdrop and define it
suggests GT, stating: “When fitting out
holders, wardrobe and kitchen equipment,
better,” says GTV.
an apartment, especially a small one, the
as well as LED lighting.
criteria of appearance and design must
www.gtv.com.pl
The accessory specialist recommends
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Let’s Put Rogue Traders to Bed Rogue traders continue to steal business from legitimate bed manufacturers and retailers. They dupe people into buying products that are simply not what they claim to be.
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bedfed.org.uk 24/08/2018 24/04/2018 15:54 13:56
• ADVERTISING – Most advertising does not work, so if
Generate 25%, 50% even 100% • PRODUCTS – Be ruthless with your precious floor space. of Your Annual Sales If a product or collection is not pulling its weight after being given a fair chance to shine, then clear it and replace it with a in Just Days… better performing line. Test17 and measure the selling potential
yours isn’t, stop wasting your money now and re-design your advertising campaigns using a benefits-orientated-style. Call copywriting know-how. 139 T R A DGreenwood E S E R Vfor I Ceffective ES Jet Press (01623 551800, sales@jetpress.com) is the sole UK supplier of Sigma Tee Nut machines, which are able to speed up the insertion process without losing any of the precision and craftsmanship expected by customers. According to Jet Press, the insertion of Tee Nuts can be consistently deeper and straighter with these proven machines. Tee Nuts are automatically fed by a vibrating hopper bowl which ensures that they are uniformly positioned into the track leading
of all your products in a Greenwood Sale.
Will your January 2017 sales be the best month’s total • SELLING SKILLS - Get good at this selling. you’re going to see year? Most retailers
into the machine, ready for insertion. The machine is triggered by a footswitch, leaving the operator’s hands free to safely hold the timber in place. The standard insertion machine is capable of up to 2000 insertions per hour, making a considerable difference to the productivity for any volume furniture producer. Yet speed is not the only benefit – the consistent accuracy achieved by the
don’t bother with a proper sales process or sales training. The Wouldones you like see sales of and two,money four, sixinorquality even eight successful do! toInvest time sales times what is normally your best month? know-how. Call Greenwood to arrange an effective sales training course.
As our clients know very well (and will tell you), the above sales results are not exceptional for a Greenwood Tee Nut machines have safety systems for the peace of mind COMPETITION Check your competition to find out what Sale. They are–standard. You could enjoy such recordof both operator and factory management, and are delivered and breaking sales Avoid results all-out too – with high margin they are offering. price wars. Bemaintained. sure to out-do machine far surpasses that of a manual insertion process, says
•
Jet Press.
installed by Jet Press. Operator and maintenance training is also carried out when a new machine is installed. Jet Press maintenance engineers are available for call-out,
and the supplier endeavours to keep replacement machine parts in stock to ensure reliable and efficient aftersales service. It has a wide range of imperial and metric thread sizes and lengths in stock to suit various applications. Interested parties should contact Jet Press for a free trial.
your competition on the most relevant beneficial USP’s including choice, quality, value and service. Call Greenwood to mystery shop your competitors.
DISCOVER THE FORTUNE • PROMOTION – Promote your business effectively. Every THAT LIES HIDDEN IN good retailer from Tesco to Harrod’s does. Consider using a ‘Greenwood’ sales promotionBRAND… to increase sales, turn stock into YOUR cash and win future market share, while protecting your profit at the same time. Call Greenwood! Why not call me today on 01565 650101 for a free, confidential, no-obligation business consultation? I can outline sales projections and costs over the phone.
FIND OUT MORE ABOUT GREENWOOD SALES... Limited bookings for 2017 and 2018 are now being taken
Take aon look at our website or call us now on 01625 521010, a first come first served basis. The best launch dates alwaysand go first. or, send an e mail enquiry, we’ll gladly call you to discuss the exciting possibilities we can offer you, To find out morewithout withoutobligation. obligation, or to book a sale, call now on 01565 650101, or send an e mail and I’ll gladly call you.
We are now booking events right across the UK and Ireland for the rest of 2013 on a first come first served basis. Book your sales event early to guarantee exclusivity for your business.
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GREENWOOD RETAIL LTDLTD GREENWOOD RETAIL Britain’s Leading Experts in Retail Sales Promotion since 2002
Britain’s Leading Experts in Retail Sales Promotion
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18 13:56
sales@greenwoodretail.com
www.greenwoodretail.com
1 Wilmslow House, Grove Way, Wilmslow, Cheshire, SK9 5AG GreenwoodRetailSep18.indd 1 21/08/2018 12:18 sales@greenwoodretail.com www.greenwoodretail.com FN354_Pages.indd 139
24/08/2018 15:54
140 | Trade Services
New building blocks for the bedding sector
Turkish textile specialist Boyteks Tekstil offers mattress manufacturers a new perspective on mattress ticking, adding value to their models while improving their quality for consumers …
Hemp
sector. Graphene offers highly-efficient uses in a number of fields, from water impermeability to resilience, and from eco-friendly processes like purification to electronic devices. Graphene occupies an important place in the field of smart fabrics, and threads made with Graphene bring a new quality to Boyteks’ mattress tickings. The development in carbon across various fields is reflected in Graphene – its strong conductivity gives it anti-static properties, able to remove some of the tension-related electricity, protecting sleepers against the electrical build-up that can have a negative Graphene
impact on the body during sleep. Additionally, the strong bonds that Graphene achieves makes the fabric employing it last longer. Boyteks believes there are numerous possibilities for mattress tickings that employ these new – and old – technologies.
Boyteks has again reinforced its eco-conscious approach to materials
www.boyteks.com
and technologies for the bed industry, introducing three innovative new products designed to help users achieve a better night’s sleep. The first is hemp – a material that can be applied to thousands of products and offer numerous benefits, and is now available for use in
Umorfil
mattress fabrics. Due to its unique structure, hemp requires much less water than cotton to grow, and provides a more durable raw material for textiles – the fibres obtained from hemp are four times more durable than cotton fibres, and hemp can be cultivated in the same soil for years without deteriorating its yield. As a sustainable material, hemp stands out among the natural fibres – which Boyteks decribes as “the most important materials of the future”. Next is Umorfil, a mattress ticking produced from waste fish scales (which take a long time to break down naturally) that employs amino acid bionic fibres. Umorfil is a new supramolecular technology that combines ocean collagen peptide with textile materials to achieve a good feel with skin-friendly properties for sleep-related fabrics. Finally, there is Graphene, which Boyteks describes as “a new-age material” which forms a basis for “ground-breaking work” in the
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END OF LINE SECONDS RETURNS
FN354_Pages.indd 141
MFA.BID
EX-DISPLAY OLD STOCK PROTOTYPES
24/08/2018 15:54
142 | Trade Services
Kinetic Logistics (01869 233317,
onus on the importer to carry out their
within the suppy chain, and less possibilities
www.kineticlogistics.co.uk) is seeing
deliveries,” he says. “The larger ones are
for damage in transit.
increasing demand for its two-man delivery
looking to cut costs, and the independents
services, says business development
are selling more online, so both are looking
from place to place, the less chance there
manager, Simon Morris.
to delivery partners with their own storage
is of it being damaged,” says Simon.
facilities. We’re finding that more and more
“Many of today’s retailers just don’t want
and grew out of established wholesaler
of our accounts, old and new, want two-
the responsibility of handling product
Baumhaus, has long offered retailers DHD
man delivery, and in the manner that we can
themselves, and would rather their logistics
services, but now it is attracting more
offer it.”
partner take the responsibility. They’re
Kinetic, which is based near Bicester
“The less a piece of furniture is moved
Kinetic’s dropship and DHD services help
also keen to have their fulfilment processes
seeking easier, more cost-effective forms of
keep the number of journeys undertaken by
managed by just one partner – it’s all about
fulfilment, says Simon.
a piece of furniture to a minimum. This also
keeping things simple and cost-effective for
ensures fewer interruptions for every party
retailers, and their customers.”
interest from importers and wholesalers
“Retailers are increasingly putting the
DELIVERY SUCCESS ON FIRST ATTEMPT DELIVERY DELIVERY SUCCESS SUCCESS ON ON FIRST FIRST ATTEMPT ATTEMPT
DAMAGE RATE LESS THAN DAMAGE DAMAGE RATE RATE LESS LESS THAN THAN
94%
0.01%
CONTACT US TODAY: 01869 233 317 CONTACT CONTACT US US TODAY: TODAY: 01869 01869 233 233 317 317
info@kineticlogistics.co.uk | www.kineticlogistics.co.uk info@kineticlogistics.co.uk info@kineticlogistics.co.uk || www.kineticlogistics.co.uk www.kineticlogistics.co.uk
KineticAug18.indd FN354_Pages.indd 1142
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For everything you need to know about
furniture
Find out how membership of the Furniture Industry Research Association can benefit your business
www.fira.co.uk/membership T: 01438 777 700 E: info@fira.co.uk
FN354_Pages.indd 143
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144 | Trade Services
Crowds queuing to buy during a Greenwood sales promotion
Greenwood Retail’s (01565 650101, www.greenwoodretail.com)
profile retail sales events on behalf of quality retailers – including
clients can testify that the sale specialist’s high-impact promotional
many AIS members – all over the UK and Ireland.
strategies can generate 25-100% of a retailer’s annual turnover –
“Greenwood has far more experience of planning and organising
depending on the nature of the event and other variables – with high
retail sales in this marketplace than any other sales company in
margin maintained in just 17 days’ trading.
the world,” says Bernard. “This means that no-one else is better
“Greenwood’s retail clients are enjoying record-breaking sales success despite heatwaves, Brexit and the associated downturn in The sales promotion company specialises in organising high-
Most People Want To... DOUBLE WAREHOUSE SPACE
DISPLAY BETTER
next sales event.” Greenwood can usually outline sales projections and costs from a
big-ticket spending,” says MD Bernard Eaton.
ORGANISE
qualified to help British and Irish retailers get the best out of their
PUSH NOT CARRY
Contact Steely for brochures & prices
0161 702 7002 sales@steelyproducts.co.uk
brief discussion, either in person, or even over the phone.
Growing Pains?
How Do You Manage? Now over 750 Furniture Retailers, turning over £700,000,000 annually, enjoy the benefits of the Retailsystem Call us to discuss how we can help run your stores & ecommerce websites more efficiently and profitably - a complete Multi Channel solution
Tel: 0131 440 7607
info@retailsystem.com
www.retailsystem.com
Ask for leaflets
Designed to work... Built to last.
FN354_Pages.indd 144
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Trade Services | 145
TEE NUT INSERTION SYSTEMS A detailing course taking place at Furniture Clinic’s dedicated training workshop
Furniture Clinic (01207 279520, steve.straw@furnitureclinic.co.uk) is a furniture restoration specialist that manufactures a range of trade and retail products for leather, fabric and wood. As well as being utilised by a nationwide network of technicians, its products are increasingly being employed by other trade professionals to offer customers their own repair solutions. Furniture Clinic’s professionally-proven repair products present retailers with handy opportunities to fix damaged furniture, rather than replace it, lowering the costs involved for all parties – and these products can even be rebranded to suit. For any business looking to offer leather restoration as a service, Furniture Clinic offers professional leather training courses (with trade discounts). These courses – which Furniture Clinic says are globally endorsed and approved, and are considered by many to be the best in the industry – are delivered in the company’s own training facility, situated within its 16500ft2 premises in Newcastle upon Tyne, where the company manufactures its repair products. Its dedicated training room offers a fully-equipped and functional workshop, putting a custom spray room at users’ disposal. Furniture Clinic provides trainees with all the tools, products and samples they need, so there is no need for them to bring their own. Around 50 staff work in Furniture Clinic’s head office team, including dedicated trade account teams for the UK and international customers, plus technical and training, and research and development departments. Looking further afield, there is Furniture Clinic’s National Repair Service, which is a major UK provider to home insurance and warranty companies. Many retailers and manufacturers assume furniture damage – such as a rip or burn in a leather sofa – cannot be repaired, but Furniture Clinic’s technicians can carry out seamless repairs, often in the customer’s home. This includes all types of furniture repair, from leather and general upholstery to beds, wooden items and leather panel replacement. Furniture Clinic states that its website generates over 6000 enquiries a year for repairs – and these, too, are handled by its National Repair Service, a network of the company’s own branches and independent companies. Furniture Clinic is always on the look-out for reliable partners to carry out work on its behalf, in all areas of the UK. Approved partners benefit from further product discounts off trade prices, and the opportunity for extra work. Some may even consider the further benefits of becoming a fully-fledged Furniture Clinic franchise,
✓
Save time and money
✓ Fast, precise & secure ✓ Machine support provided ✓ Servicing & spares available
Contact us for a free trial sales@jetpress.com • 01623 551 800 • jetpress.com
which include numerous additional advantages.
FurnNewsAdvertSept18_260x92_Portrait.indd 1 FN354_Pages.indd 145
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146 | Trade Services
REPEAT ORDERS FILLING FIBRELINE’S ORDER BOOK Demand for Encore cushions continues to grow, reports the manufacturer of the cushion filling brand, Fibreline, which has been forced to expand its production capacity and take on extra staff as more and more retailers come to appreciate the benefits offered and request cushions containing Encore for their ranges …
Encore is now many businesses’ go-to cushion for comfort and performance
distribute the combined-filling Encore line.
The Encore cushion range has many
offers the recovery properties of foam.
advantages, says Fibreline – it retains
Meanwhile, Encore Feather is a cushion
a cushion’s casual look, and, because of
that contains feathers, and looks and feels
products such as the Encore cushion range,
its foam core, its resistance to sagging
like feather, but also has the recovery
and ever-shorter lead times, Fibreline
and easier maintenance gives retailers
performance of foam.
believes that in-house control of sewn case
confidence in the performance of both fibre and feather cushions. Encore Fibre – which was awarded the
As well as the standard Encore range,
With increasing demand for value-added
production is essential for meeting customer
Fibreline has developed a number of
demand, and has invested in taking steps to
unique combination cushions for various
ensure it can fulfil demand today and in the
FIRA Gold seal of approval, outperforming
manufacturers. This give the manufacturers’
future.
all other fibre cushions in tests – is a
cushions a very personal feel, that is
T 01535 606846
cushion that looks and feels like fibre but
different from that offered by their
www.encorecushion.co.uk
competitors’ products. Over the last 15 years, Fibreline has positioned itself as a one-stop-shop for upholstery manufacturers, meeting every filling requirement through a range of high-quality foam, fibre and feather cushion products, all of which are made on one site and delivered via one vehicle to their Encore Feather
FN354_Pages.indd 146
door. According to Fibreline, it is a winning formula, and one which led it to create and
The Exchange offers fully-featured meeting spaces Encore Fibre
24/08/2018 16:02
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148 | Designer
IN DESIGN
Alessia, Adele Marie Sison Alessia, a modular seating range designed for modern living, was unveiled by Nottingham Trent University graduate Adele at this year’s New Designers exhibition.
“Inspired by a growing need for flexibility within the home, Alessia
“Because sofas aren’t just used for sitting, the
features arms and backs that can be clipped onto a steel base in a
consideration for occasional sleep has also been designed
variety of configurations, while also being easily dismantled for
into the Alessia range. The base of the sofa is actually a
transport. The square and rectangular bases can be combined to create
bespoke mattress, which utilises innovative plastic spring
a completely customisable seating experience for any living space”
technology from the bed industry”
“Atop the mattress is a feather topper which unzips to reveal
“Beautifully styled and highly adaptable,
a standard-sized duvet. The side cushion is a standard-sized
Alessia can be configured to be a chair, sofa,
pillow, while the back cushion rolls out to reveal a feather
footstool, or corner sofa – allowing you to
mattress topper wrapped around another foam pillow, allowing
seat (or sleep!) as many or as few people as
the option of both a softer mattress and a firmer pillow”
you like”
“Keep working until you’re happy all the details are as close to perfect as they can be, and the design comes together in a way which would otherwise not be possible” Training: Having previously lived in Italy
development of Alessia), and this work is
– where she spent a summer studying
ongoing.
20th century Italian design – and France, Adele moved to the UK from Canada in
Awards: In the second year of her degree,
2014 to complete a foundation year in
Adele won first place in G Plan’s sofa
design. She then returned to the UK to
design live brief, which opened the door
pursue a degree in Furniture & Product
to her work placement at Duresta. At New
Design at Nottingham Trent University,
Designers 2018, Alessia won the Made.com
from which she graduated with first-class
TalentLAB Award, and was the runner-up
honours.
for the John Lewis Award for Design and
Alongside these studies, Adele has spent
Innovation.
the last two years working as a junior designer at Duresta (which sponsored the
FN354_Pages.indd 148
www.adelemariedesign.com
24/08/2018 16:03
Compan
FURNITURECOURIERS.COM “A business built by experienced removal staff ”
UK & European Furniture Deliveries Single Items To Dedicated Vehicles Furniture Unwrap & Assembly Service Specialist In Awkward Access Deliveries Offices / Depots
London - Birmingham - Manchester - Edinburgh Serving
UK, Ireland, France, Italy, Germany
0800 145 5056 Enquiries@furniturecouriers.com WWW.FURNITURECOURIERS.COM FN354_Pages.indd 149 CompanyAssistJuly18.indd 1
24/08/2018 21/06/2018 16:03 10:01
150 | Designer
Know your rights! ACID’s chief executive, Dids Macdonald OBE, answers your design and intellectual property (IP) queries …
“It is important to try and retain all documentation that goes into the production of your product, in case it is needed at a later date”
UK design right was introduced to prevent copyright being asserted to protect industrial designs, such as spare parts, there is, in some limited circumstances, still an overlap between the rights. If a design is a work of artistic craftsmanship and/or a sculpture, then it could be protected by artistic copyright. Furthermore, its 3D shape and configuration could be protected by UK unregistered design right, and its overall appearance – including colours and materials – by Community Unregistered Design right. In
Each lodgement has a unique tamperproof number, and there is an option of downloading a certificate supported by the Police IP Unit. Being able to provide an audit trail to
those circumstances, the product could have up to three different rights subsisting. In addition, a product may be protected by UK design right for its shape, and copyright may apply to its surface patterns
2D or 3D designs is essential to prove IP
or decoration if they can exist independently
ownership. Designs rarely come to market
from their application to the 3D shape.
without refinements at various stages, and
An example could be the design of a
the more you provide this evidence the
mug (shape protected by design right)
stronger your design audit trail will be.
and the drawing of a cow that is applied to it (surface decoration which could exist
Is there an unregistered version of a trade
without being applied to the mug – in other
mark?
words, it could also be applied to a T-shirt
Yes. If you sell a product or service under a
or bag).
particular brand or get-up, then over time you could develop a goodwill and reputation in respect of that brand or get-up, so that the public will associate goods or services bearing those features as coming from a particular source and/or having particular Is it possible to take legal action relying on unregistered rights?
qualities. Customers will look to those features to
Yes. However, unregistered rights such as
help them differentiate different companies’
copyright and design rights only protect
products and be confident they are getting
against copyists, so if someone has produced
a certain quality. If somebody else then
a similar-looking product without copying,
begins using the same or a similar name
there is no case to answer.
or get-up for similar products, people
The burden is always on you to prove
could be confused into thinking that their
your case if relying on unregistered rights,
products are your products, or that you are
and that can include proving you did create
in business together.
the design you say has been copied, and
“A product may be protected by UK design right for its shape, and copyright may apply to its surface patterns or decoration”
In those circumstances, you may have
How can I ensure design protection in the US?
when. Therefore, it is important to try and
an action for what is known as ‘passing
The US does not have a design registration
retain all documentation that goes into the
off’. In the UK, if you are relying on
system as such, and it is necessary to apply
production of your product, in case it is
unregistered (trade mark) rights you may
for a ‘design patent’ in order to protect
needed at a later date.
use the symbol ™. This mustn’t be confused
3D wholly- or partly-functional designs.
with the symbol ®, which is for an official
According to the US Patent and Trade Mark
signed and dated so that a paper trail
trade mark granted by a national body – in
Office, “design patents may be granted
exists. This is where the ACID IP Databank
the case of the UK, this is the Intellectual
to anyone who invents a new, original,
is a very useful resource. Sending any
Property Office in Cardiff.
and ornamental design for an article of
Try to ensure this documentation is
manufacture.”
copyright or design work to lodge it on the ACID IP Databank will mean that you have
Can a product contain both copyright and
Fees are expensive, and it is advisable to
independent evidence of the date it was
design right?
instruct a local agent to draft and file the
received.
Potentially, yes. Although to some extent
application.
Got an IP query for Dids? Email her on didsm@acid.uk.com or visit www.acid.uk.com to find out more about ACID (Anti Copying In Design), the UK’s leading design and IP campaigning organisation.
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152 | Last Word
Paul Little Sales and marketing director, Relyon and Steinhoff UK Beds Working from manufacturing facilities in Huntingdon, Cambridgeshire, and Wellington, Somerset, Relyon and Steinhoff UK Beds manufacture beds under the Relyon, Dunlopillo, Slumberland and Myer’s brands.
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Last Word | 153
How did you enter the trade?
customers, suppliers and colleagues alike.
require a physical presence in stores for
I actually entered the trade by chance,
Running a large business means that I am
the feel and comfort tests, but given how
as I was headhunted to work at Relyon.
faced with daily complexities and challenges
much customers research – and, ultimately,
I received a phone call after being made
to ensure commercial development and
buying – has changed, understanding this
redundant at my previous job due to a
sales growth.
and evolving will be critical to success in the
takeover, and was offered a job at Relyon
Designing beds and driving new
selling beds. It honestly couldn’t have
innovation and better sales is always a
worked out any better, as I was very keen
constant but fun challenge of mine!
future. What company do you most look up to?
to get back into sales, and I haven’t looked
For me it’s Dyson. They’re such a forward-
back since!
thinking, progressive and innovative
Who was your inspiration? Ultimately, my family are my biggest inspiration. They’ve always supported me and made me determined to succeed. Also, I guess the thrill of the sale inspires me – being at the forefront of the business and being hooked by its never-ending challenges!
“The thrill of the sale inspires me – being at the forefront of the business and being hooked by its neverending challenges!”
company, and I really admire how just one man, Sir James Dyson, started the company with a problem-solving approach. The way Dyson are constantly evolving and entering new markets is incredibly impressive. What would you most like to change about yourself? To stop worrying so much - which is a hard thing to do when there’s always going to be
What was your career high point?
uncertainties around business! I’d also like
Without question, having dinner with His Royal Highness Prince Philip at a charity
If you had to start over, which career might
to have more of a work/life balance – but,
event at St James’s Palace. Steinhoff UK
you pursue?
then again, I love what I do!
were working in collaboration with the
I’ve had a love for the outdoors from an
British Heart Foundation, and it was just
early age – even right back when I was at
What do you enjoy most about working in
incredible listening to Prince Philip at 95
school – so if I could start again I think I’d
the trade?
years of age (at the time!) talk about being a
go into estate management or gamekeeping.
The people, without a doubt! From staff and
patron for a charity so close to my heart.
Being outside and active and getting paid for
customers to suppliers and competitors,
it would be a great way to earn a living!
people are at the core of our sector. I’ve worked in various sectors, but the bed
… and low point? Having spent three hours preparing a car
What date on the business calendar do you
industry is people-led like no other I have
in my early sales career, only to then watch
most look forward to?
experienced.
a colleague reverse into it – as you can
The NBF Bed Show in September! There’s
imagine, absolute chaos and panic set in!
always such a buzz around new product
However, on the plus side, this taught me a
development, and it’s such a great
lesson – to always expect the unexpected.
opportunity to meet with all our customers,
CAREER DIGEST
suppliers, colleagues and competitors. … and the turning point?
In my entire career, I have not
A turning point for me was definitely
experienced such a close-working sector, in
being made sales and marketing director
which everyone gets along and respects each
at Steinhoff UK Beds and Relyon Ltd. It
other despite the commercial competition
brought the opportunity of working with
we all share.
a wider business network and, ultimately,
1994 - Wine shop manager 1996 – Car sales executive, Volvo 2000 – Field marketing manager, Cert 2003 – Business development manager,
being responsible for the sales and growth
What is the most important issue affecting
of such a large international group.
your business right now? How we grow and diversify as a business in
Blueheath 2006 – Key account manager, Relyon
Describe a typical working day …
an environment that is constantly changing.
2010 – Senior national account manager,
No day is ever the same – that would be
The entire world is becoming more digitally
Relyon
dull! I enjoy that every day is varied, with
led, so it’s important for us not to fall
2014 – Sales and marketing director, Relyon
a combination of sales and marketing
behind technological advancements. We all
and Steinhoff UK Beds
functions, meeting new and existing
know that sales of mattresses will always
Comedy or mystery?
Skydive or bungee jump?
Rock or pop?
Comedy – laughter is what makes us tick
Neither, but, if I had to choose, a bungee
Rock, as it doesn’t all sound the same
jump, because it’s quicker!
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